This is a brand who, many moons ago when I started my days of work experience in the industry, was a small, lesser known label called As Seen On Screen, and did rather cheap-looking copies of Paris Hilton's party frocks.
Cut to about 12 years later and this brand is leading the way in young British Fashion. Up there with Topshop, ASOS is creating it's own trends from it's observations of music, travel, culture and everything cool in Britain, and around the world.
I really love this brand.
I may have started to drop out of their demographic (the amazing ASOS magazine for which I used to work really is aimed at a younger audience than a thirty something like me) but from a Fashion Editor's point of view this is one of the best brands to be shooting right now. Exciting, standout and fun.
Their fantastic SS14 collections that we previewed at the Press Day today saw a few of the favourite ASOS themes remain; a heavy sporty influence, plenty of neoprene, colourful ethnic print (Indian and Hawaiian this time), digi patterns, but the grown-up ASOS White collection was a little modernist haven for the more demure dresser. And the new ASOS Salon collections were beautiful Summer wedding outfits sorted.
Accessories were also show stealers. Cool-as-they-come sunnies, crazy chunky sandals, fun logo bags, and then also more delicate, fine-looking jewellery for those of us that don't necessarily want to scream trends. (Although why not?!)
I cannot wait to see this stuff hit the site and start shooting it. Well done ASOS.
Here are a few phone snaps from the day...