Lingerie for fuller busts: British label Reign Studio launches on ASOS
Reign Studio has won ASOS's scaleUP incubator programme and is now available from the online retailer. The London label offers wireless lingerie and swimwear in sizes 28F to 40KK.
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British online retailer ASOS is adding lingerie and swimwear label Reign Studio to its range. According to FashionNetwork, founder Kuku Nukajam's brand won the second cohort of scaleUP, an incubator ASOS runs with the initiative (Fashion) Minority Report. The prize includes £20,000 to support growth and onboarding onto ASOS.
Reign Studio is aimed at fuller-bust women and offers sizes 28F to 40KK, specialising in wireless bralettes and swimwear. Twenty styles are launching on ASOS. According to ASOS in June 2025, scaleUP is a nine-month programme for global majority-owned brands, offering expert guidance, mentorship and funding.
'I don't believe we should have to shop separately or compromise on style simply because of our proportions,' Nukajam said. Vanessa Spence, ASOS executive vice president for brand and creative, said: 'Supporting emerging brands and giving them a platform to reach our global customer is at the heart of what we do.'