It's hard to believe ASOS was founded nearly 14 years ago, yet I still remember the years leading up to my teens and thinking it was the most amazing thing to come out of fashion at the time. Back in the day ASOS were known simply by "As Seen On Screen", though fast forward nearly a decade and they are leading the way in young British fashion, taking influence from us their audience, culture, music and travel. And with over 21 million visitors a month it's no wonder they're the UK's largest independent online fashion retailer, plus gaining a cool revenue of £750m this year!
Last month the retailer had their Spring Summer 2014 press day... and I. am. in. LOVE. ASOS are truly playing with their strengths in contemporary fashion and they are going in such an interesting direction. The pastels remain, the florals remain and I've chosen some of my favourites below.
Credit to Milk Teef and Fashion For Lunch for the pics.
Ugh. How beautiful, love the scallops and the colourway. Even if I buy this just to try it on and send back to get a refund, I just feel it will be amazing to wear.
The florals are back! Well they never go away really do they, but whatever this is applied to it's extremely intricate and gorgeous!
More florals! Love the contrasting colours going on here, looks like a lot of sheer fabrics and repeated forms will be used for SS14.
Sandals, sunnies and a pastel clutch- perfect for the beach if you're going abroad. Though the British weather might surprise us!
I spy an iridescent clutch bag and some cute colour coordinated outfits! A-Line swing skirts perfect for a Spring/Summer picnic.
I think my favourite Topshop frilly socks have a new rival...
