Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Asos: womenswear

Autumn 10

The look

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.

Key pieces

  • 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.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.