Titled ‘ASOS In Your World’, the capsule collection comprises a series of mini-trends targeted to the Australian lifestyle, with attire for music festivals, beach barbeques and formal social outings at the top of the list.
The launch effectively means Australia will help drive the global spring/summer trends, with ASOS able to closely monitor the top-selling pieces ahead of the collection’s international launch in four months time.
“Australia’s opposing seasonality to ASOS’s home market has remained a constant challenge for both ASOS and the consumer, but by previewing and selling their upcoming collections to Australia, ASOS has implemented an exciting and innovative solution to this problem,” explained the brand in a statement.
In another first, ASOS is holding a series of fashion shows in Sydney over the next three days, which will not only bring the collections to life, but also allow audiences to shop directly from the runway. For details, visit the brand’s Facebook page.
ASOS In Your World is available for a limited time only, so start shopping now at www.asos.com/AU!