ASOS White – The Brand You Need to Know About

a fashion stylist favourite - and for good reason


Words by Hayley Reynolds
April 28th, 2016

It launched in 2010 but ASOS’ own brand, ASOS White’s latest releases to hit the website have us reaching for our credit cards. The unsung hero of ASOS, this premium line is almost unknown to the world but has been making an impact on fashion and the online store’s sales nonetheless. It takes everyday dressing and makes it seem cool yet effortless. Just like Opening Ceremony and Rick Owens, clean cut shapes and cool geometric patterns are what makes the brand unique.

After perusing the lookbook back in November we’ve been waiting for the line to hit ever since. For spring/summer the premium brand is focusing on printed jumpsuits, co-ords, peplum tops, stunning satin dresses and the star of summer, denim. Its minimalist approach to trends is what we love about it; with architectural lines and sculptured silhouettes the collection takes inspiration from places like Stockholm and Japan which can clearly be seen in the oversized denim shirt that almost looks like a structured version of the common Japanese kimono.


From stripes to denim, co-ords are seen a lot throughout the collection and can take you from day to night by a simple change of shoe. It gives a summer twist to the clean minimalist look but don’t be fooled, layering is still a big part of the collection this season. Layering breezy cotton tops over a stripe blue shirt, ASOS White knows how to keep us cool in the hottest shades. The line’s newest collection combines a pallet of blush pinks and washed earthy tones that are perfect for summer. The pink structured peplum top with matching culottes is a favourite.

Of course, you can’t layer without the basics which ASOS White excels at. Even the clean cotton shirts and drawstring trousers have an aura of sophistication about them, enabling an off duty style with a directional finish. If you’re looking to pare back your look don’t hit buy until you’ve visited ASOS.

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