# ASOS Launches Reign Studio Fuller-Bust Lingerie Globally After scaleUP Programme Win > ASOS has launched Reign Studio, a fuller-bust lingerie and swimwear brand that won its scaleUP programme, offering 20 styles priced from £29 to £62. - Published: 2026-10-14T13:01:47+00:00 - Section: Product Launches - Author: News Desk - URL: https://newsforagent.com/news/2026-10-14/asos-reign-studio-scaleup-launch - Source: [B2B Marketplace](https://www.fibre2fashion.com/news/fashion-news/uk-s-asos-welcomes-reign-studio-after-scaleup-programme-win-314245-newsdetails.htm) ## Key takeaways - ASOS launched Reign Studio, winner of its second scaleUP programme, globally on its platform. - Reign Studio received £20,000 to support its growth alongside onboarding onto ASOS. - The brand offers 20 styles priced between £29 and £62, catering for sizes 28F-40KK. [ASOS](https://akta.pro/company-profiles/0000b4a) has launched Reign Studio, a British lingerie and swimwear brand for fuller-bust women, globally on its platform after the brand won the second scaleUP programme. The brand received £20,000 to support its growth, according to [B2B Marketplace](https://www.fibre2fashion.com/news/fashion-news/uk-s-asos-welcomes-reign-studio-after-scaleup-programme-win-314245-newsdetails.htm). Reign Studio offers 20 styles priced between £29 and £62. ## Reign Studio's scaleUP Win and ASOS Launch Reign Studio was founded by Kuku Nukajam and specialises in wireless lingerie and swimwear for fuller-bust women, catering for sizes 28F-40KK. The brand was awarded £20,000 alongside onboarding onto ASOS after winning the second cohort of scaleUP, the incubator programme developed in partnership with the (Fashion) [Minority](https://akta.pro/company-profiles/004wgj7) Report. The programme is designed to help bridge the gap between the fashion industry and global majority owned brands that face barriers accessing the fashion market and scaling their businesses. The idea for Reign Studio began during Nukajam's honeymoon in Thailand in 2018, when she found herself wearing a bikini that did not fit properly. With no formal design training, she taught herself product development, fit and manufacturing, building on a professional background in digital marketing, social media and brand building. Reign Studio launched its first swimwear collection in 2019, before expanding into wireless underwear in 2020. Kuku Nukajam, Founder of Reign Studio, said: "Winning the scaleUP programme from the (Fashion) Minority Report and ASOS has been such an incredible milestone for Reign Studio. Something I've always been passionate about is seeing fuller-bust women have more choice in fashion. I don't believe we should have to shop separately or compromise on style simply because of our proportions. Being able to launch with ASOS means bringing more choice to fuller-bust women where they're already shopping, and that's what makes this partnership so exciting for me." Vanessa Spence, Executive Vice President, Brand & Creative at ASOS, said: "Supporting emerging brands and giving them a platform to reach our global customer is at the heart of what we do at ASOS. Reign Studio's clear point of view and deep understanding of customer needs really stood out to us throughout the scaleUP and we're incredibly excited to welcome them to ASOS." The launch introduces 20 styles, including the Maya Fuller Bust Bralette, the Chill With Me Fuller Bust Bralette, and the Conna Fuller Bust Bralette with a matching boxer brief. Reign Studio is now available globally on ASOS. ## ASOS's Recent Product and Partnership Moves ASOS launched ASOS Stylist, an AI-powered conversational shopping app integrated within ChatGPT using Bambuser's Intelligence Layer, enabling text, image, and video-based fashion discovery and shoppable video in UK and US markets, according to akta.pro [company records](https://akta.pro/company-data). In June 2026, ASOS and Deliveroo partnered for on-demand delivery of ASOS's limited edition DESIGN football shirts across Greater London and Manchester, with delivery in as little as 25 minutes and prices between £12 and £22. ASOS also entered a frontier AI transformation partnership with Microsoft in April 2026, applying AI and cloud services across its value chain. ## Earlier ASOS News This Month On October 12, 2026, WWD reported that Asos saw a data breach, with hackers posting an in-app notification claiming its Snowflake storage was compromised. CityAM reported the same day that Xuanye Group, the hackers behind the Asos breach, claimed responsibility for a data breach of Air France-KLM. FashionUnited reported on October 12, 2026, that Asos and Adidas Originals will host a four-day pop-up in Paris from October 16-19 to showcase their fifth collaborative collection. ## Companies in this story - [ASOS company profile](https://akta.pro/company-profiles/0000b4a) · website: http://www.asos.com - [Minority Report Group company profile](https://akta.pro/company-profiles/004wgj7) · website: https://minorityreportgroup.com --- News for Agent · https://newsforagent.com/llms.txt