All images via ASOS White
I mentioned in yesterday's Instagram roundup that I was lucky enough to attend a focus group at the ASOS HQ early in May. The group was based around ASOS's own brand ASOS White, which is a typically scandi, minimal aesthetic-ed brand with a bit of a twist. It's been likened to Topshop Boutique and Finery, so of course I am into it, and actually have been shopping this brand since around '08 when I bought a very expensive coat from one of the first ranges.
What I like about ASOS White is that the pieces are quite limited in run, so it's rare that you see someone else wearing something you've got (although this does mean sizes sell through super quickly) and I also love that the design is well thought through and the fabrication is premium. Despite the minimal aesthetic, on chatting with a designer, a lot of the items are often inspired from vintage pieces, if not in cut then in fabric or pattern, which is then re-imagined for the modern day.
The fabrics, like I mentioned, are premium-there are silks in abundance, linens, boiled wools and woodblock printed denims. They are normally cut oversized and loose; I love boxy, relaxed styles and as I have quite a boyish figure these seem to work well as well as matching with lots of items I already own nicely. There isn't an abundance of colour through the collection, but when colour is used it is carefully considered and so well placed even I'd wear it!
Price wise, ASOS White is more expensive than the normal ASOS prices but aligned more with Topshop Boutique/Whistles. I usually buy in the sale, if my size is still available, unless there's an item I jsut can't do without (and can afford at the time!)
Favourite styles include the jumpsuits and midi dresses. I've picked out a few of my absolute staples here:
- Striped frilled top (here) and wide legged trousers (here)
- Floral top (here) and co-ord jogger style trousers (here)
- Button down silk midi (here)
- Printed silk midi (now in the sale here)
- Rope printed silk jumpsuit (here)
- Oversized frilled top (sold out, similar here)
- Open back top (here)
- Cut neck jersey dress (sold out, similar here)
Which is your favourite piece?