First, there were thousands, now the designers in the running for this year’s ASOS Fashion Discovery prize has been narrowed down to just ten. From these ten, two will be crowned winners, chosen by a panel of industry experts that includes the likes of Katie Baron and Gemma Shiel alongside a host of ASOS industry insiders. In addition, there is a People’s Pick, chosen by you, the public, by (what else?) a very democratic vote.

Both winners receive potentially life-changing prizes – one-to-one mentorship on all the integral parts of building a brand, the opportunity to sell their wares on ASOS’s global platform, and a £50,000 cash bonus to get their brand off the ground. For the People’s Pick winner, there’s the chance to be featured on ASOS’s website for one season, and if the same label is chosen by both the judges and the public, there’s an extra £10,000 to be won. 

With voting now open, it’s time you get a bit more acquainted with these designers and their labels before you cast your vote – and the ten-strong shortlist is a diverse group to choose from.

From CSM grad Tolu Cocker’s unisex, sustainable looks are all about freedom of expression, to Wesley Harriot’s new power-dressing womenswear, or Fortie Label – which aspires to dress grandmas, soldiers, single mothers and every type of woman with their “fabulosity, over-the-top, understated chic”. The choice is yours.

If you want to wear it – then vote for it! And if you’re still undecided, stay tuned for interviews with our favourites from the list, and clips with all ten designers on Instagram over the next two weeks.

Voting for the winner of ASOS’s Fashion Discovery prize is open now – choose your favourite here.