Trend shop: ASOS.com

ASOS (pronounced Ay-sos) racked up sales of over £165 million last year, has won over 50 fashion awards, and is quite frankly the most successful entrepreneurial venture in the online fashion world.

Founded by a bunch of blokes ten years ago (yes, by men, and only 3 of them) the ASOS vision is to supply woman with outfits as seen on our favourite celebs, or offering us something pretty similar. Literally meaning ‘As Seen on Screen’, the garments available on ASOS are just that.

The sheer range of high street labels, designers, accessories and beauty is phenomenal. The ASOS own brand is used in the same lines as American Apparel & Urban Outfitters, and attracts fans such as Ms Upper East Side herself, Olivia Palermo. The range also labels items ‘as worn by Sienna Miller’ or Victoria Beckham etc, without encompassing the tacky celeb imitation – it’s the style thats the trend, not the replica. The brand also offers a plus size section ‘ASOS curve’ and a Petites section, so no more trips to the tailors, and hooray finally I can trend wide-legged bootcut trousers this autumn.

Olivia as August cover star for ASOS magazine

ASOS also houses collections from high street giants such as Lipsy, Forever 21, All Saints & French Connection, and under the ‘Outlet’ tab you can get these labels, and well as a multitude of others for up to 70% off the high street price. Then there’s the list of designers, which is endless – Marc Jacobs, Miu Miu, Chloe, Michael Kors, Armani, DSquared2 – both in men and women, clothing and accessories.

Unconditional range

ASOS is trends minus the pretentiousness. Yes they stock designers, but care about the rest of the fashion world too. For the past few years, they’ve teamed up with the London College of Fashion, offering set pieces from up and coming stars, supporting  & fueling local talent. The ethical section, termed the ‘Green room’ offers individual items created by unique producers and artisans in Africa, which in turn brings a multicultural feel to the world of fashion, and helps sustains family life within rural African communities.

And not forgetting the men, ASOS ran a ‘Best of British’ campaign, adding designers such as James Long, Tim Soar, Unconditional & BStore to their men’s collection. Trending right now is the Tribeca range, inspired by downtown Tribeca in NYC. The neighbourhood’s occupants are typically young artistic creatives, ergo a collection of bold colours, varied textures, checkered shirts and chunky accessories.

ASOS really is shopping mecca, right from the comforts of your sofa. Within a few minutes (hours) of clicking, your online basket is full with this season’s hit trends and designer pieces. Say goodbye to weekend shopping queues, embarrassing office moments where your colleague rocked up to work in the same outfit as you – and with free UK returns, and international delivery, I still can’t believe this shopping shrine was created by men! Expect ASOS to reach global domination, as they’ve just launched in the mighty States, and already Hollywood stars are showing their allegiance.

Host Ashley Green

Host Ashley Green with Kelly Osbourne at Soho house for ASOS USA launch

all images via asos.com

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Bronwyn Holmes
Bronwyn Holmes
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