I think ASOS is really clever. I love that the business is this ever-expanding ever-innovating machine that grows its profits at an unstoppable rate, but in a good way. The gang there - headed up by Caren Downie - are wonderfully talented, passionate and smart-thinking people who really care about what they do. A walk around their press day last November was a masterclass in how a mass-appeal online fashion business should conduct itself. The fashion was spot-on in its reaction to the catwalks but also walked its own path. Their own-brand accessories were often incredible - the shoe collection and leather bag collaboration with young designer Thomas Tait made me gasp - the quality to price ratio is awesome. I particularly admire their ethical range ASOS Africa which is created used Kenyan printed fabric and made up by a local craftspeople in the town of Ukunda. The first season of creating the ASOS AFRICA collection helped lift over 240 people out of poverty.
I mentioned that ASOS is an ever-innovating machine, and this is what makes them most interesting to me. They have fully embraced and understood the evolution of social media and how it has dovetailed with the seeding of fashion globally through street and personal style blogs, Twitter, Facebook and good old insider fashion blogs like Fashion Editor at Large.
Its response was Marketplace which launched at the tail end of 2010. Marketplace is like FaceHunter or Jak&Jil meets online retail of the eBay variety - yes you REALLY CAN BUY THE ACTUAL clothes you can see on the stylistas in the street! Yaysers! "Since the start of 2011, Marketplace has had one million hits," reports my buddy Annette Burke, ASOS's head of PR. I asked if she was joking - but with ASOS vistor numbers really are in the millions. Currently there are 5000 items for sale in the Marketplace area from everyday stylish folk or more established sellers such as Susan Caplan the vintage jewellery collector.
I was beyond delighted that ASOS asked me to take part in their London Fashion Week Marketplace Collective. I'm not very adept at promoting my blog effectively in the online world, so hopefully new people will stumble across Fashion Editor at Large in the process.
So here are the treasured fashion items of mine that deserve a new home, modelled by me, and photographed by the Fashion Junior at Large over at my house - a truly DIY shoot! I think you'll agree Ms Langford did an excellent job. Oh, and I was adopting "traditional style-blogger poses" here with my tongue firmly in cheek, and enjoying every minute.
YOU CAN BUY THESE AT ASOS FROM THURSDAY, WILL ADD IN THE LINKS WHEN I GET THEM!