ASOS has lots of headline-grabbing exercise occurring in the meanwhile and following the recovering e-tail large’s large technique announcement final week, now it has unveiled a model new premium label.
ASOS Prepare
Referred to as Prepare, and out there solely through the webstore, it blends “directional design with a feminine edge”, we’re instructed. The corporate additionally mentioned the label is “bringing a unique take on elevated dressing to ASOS’s audience of fashion-loving customers”.
“London-born and women-led”, Prepare gives “a capsule of standout occasion dresses and luxe essentials. Combining a couture sensibility with a practical mindset, each piece is designed and pattern-cut in-house from premium materials, and sized inclusively (from UK 4-30)”.
It’s fascinating that the launch comes concurrently rival Boohoo Group relaunches and rebrands PrettyLittleThing and it too is speaking about luxurious and elevation. It appears companies as soon as intently related to quick trend are aiming to maneuver past that right into a extra highly-valued area — and maybe to focus much less intently on a core 20-something viewers.
ASOS Prepare
Costs replicate this. Whereas not at luxurious stage, they’re removed from the ‘buy it in every colour and wear it just a few times’ pricing of quick trend’s heyday.
For example, a chiffon pleat maxi costume is £160, a cutwork costume is £180, an embellished halter high is £120, a geo sequin costume is £250, a barrel jean is £65, leather-based metropolis shorts are £150, a blazer is £120, and a knot element T-shirt is £35.
ASOS mentioned the brand new line’s signature design particulars – “oversized paillettes, hand-painted prints, bold colours, [and] experimental silhouettes” – seem all through the gathering.
In the meantime the e-tailer mentioned the accompanying marketing campaign “spotlights the collection’s distinctive aesthetic: beautiful craftsmanship and unexpected pairings of cut, colour, proportion and texture. A dramatic embellished skirt is pared back with an oversized white T-shirt; an ice-blue trapeze top is styled with tobacco suede trousers; a red co-ord reveals an impressive attention to detail in its white contrast stitching.
“A selection of signature pieces, like the barrel-leg Sydney jean, recur from season to season – putting a refined spin on the most-wanted silhouettes and inspiring collection and curation over time”.
ASOS Prepare
Vanessa Spence, govt VP of Inventive at ASOS, mentioned “the designers’ passion for this premium brand shines through in the level of detail and craftsmanship in the collection”.
