Our new shopping obsession

02 April 2009

We have developed another e-tail obsession, for asos.com. The online retailer might have started off selling clothes inspired by celebrities, but today it is fast becoming the destination for credible premium designer fashion and fun limited edition products. Everywhere we have ventured this week on our hunt to check out what's hot for next season, the words asos.com have not been far from anyone's lips.  In addition to their afforable high street products, they now sell ACNE, Horace and Poltock & Walsh, for example. And for autumn they have picked up Alexander Wang and Ann-Sofie Back among others. What we love most right now though, is asos.com's microsite HIT, which is selling limited-edition designer products on a two-week turnaround. On sale now is a bonkers little friendship bracelet by designer Louise Gray. Tomorrow, (3 April) a gaffer tape created by up-and-coming accessories designer Fred Butler (a girl) goes on sale. We are most excited, however, by artist Julie Verhoeven's shower curtain which goes on sale in two weeks. Asos.com is fresh and fun and becoming a massive e-tail fashion force.

- Melanie Rickey


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