The Asos White premium collection stands out this season, with daywear offering a soft and neutral Chloé-inspired colour palette of tonal nudes, camel and taupe. Quality wool and cashmere blends and silk and velvet finishes help lift the price points (the core collection retails from £50 to £150).
At sister eveningwear collection Asos Black, sumptuous texture plays a key role, with the range featuring waterfall-ruffle floor-length maxi dresses and a deep pink velvet bubble dress with vertical front pleats.
A Second World War land girl-inspired story is spot on, with tweed jackets and corduroy wide-leg farmer-style trousers fastened with strips of leather, and teamed with silk camisoles trimmed with lace.
- Brown leather flying jacket lined with shearling
- Blue brushed silk, thin-strapped maxi dress
- Velvet green pitched-sleeve blazer
Right for the market?
Asos has grown up for autumn 10 and produced a collection led by structure and tailored lines rather than the softer, more youthful aesthetic seen in previous seasons.
The etailer claims its customer has grown up with it and is now in her late 20s, thus demanding more sophisticated, premium-quality pieces. Asos scores points for making a bold commitment to this more mature direction, but parts of the collection seem a touch too mature for its core customer.