Although this has done the blog rounds, and although it seems that every second word I’ve typed of late has been “ASOS”, I’m posting this ace collaboration, and all haters can just go hate…
ASOS MA}ke (don’t you just love smart label logos? Best I’ve seen in an age…) is the result of the v. simple, yet v. genius partnership of online-retailer-set-for-world-domination ASOS.com, and one of Britain’s top fashion schools, London College of Fashion. It functions like this: one menswear and one womenswear MA grad receive are handpicked from their class crop to receive mentoring from ASOS fash industry professionals, and eventually create a capsule collection to be sold exclusively on the site.
The debut partnerships sees former Carolyn Massey intern and newfound favourite men’s designer of mine, Liverpudlian Domingo Rodriguez, and Korean-designer Youngli Lee chosen to produce two stellar collections that erase immediately any suspicions you might have harboured regarding the success of this often underwhelming concept of ‘big brand x emerging designer’.
^ A collection founded upon the basic sartorial principles of cut, texture, and subtle detail, Rodriguez’ contribution is minimalism made romantic insofar as the palette is cold and neutral, but cut varies with draping and slimline silhouettes both featuring throughout.
On sale now ranging from the surprisingly reasonable prices of £30 to £140.