FIRST LOOK: The new ASOS REVIVE Collection By The Designer Behind Stella McCartney for Adidas!

30 March 2012 by

Not yet convinced to embrace all things 90s this summer? This might JUST push you over the edge. The ASOS REVIVE collection is designed to embrace the best of the past; a kind of vintage-ish line which looks to a particular era or scene for inspiration. And whilst the last collection was an embellished disco-fest, for summer; it’s totally 90s.

Excitingly, the new collection has been designed for ASOS by the former head of design from Stella McCartney for Adidas, Ebru Ercon. With (understandably) a chic sportswear vibe, the collection is set to hit the online store later this month (register your interest by clicking on the link) but Grazia Daily has a first look at the collection for you today! It’s an inspired and elegant take on the 90s rave scene with sportswear at its core; sheer shirts, bra tops and mini backpacks in a predominantly white palette – accompanied by a brills video.

Ercon is a UK designer who lives and works out of east London (like, obviously), and having designed under her own steam for six seasons after her graduation in 2000, she subsequently worked alongside Hussein Chalayan, developing his line for Puma, before joining Stella McCartney for Adidas. Speaking exclusively to Graiza Daily today, she said that 'we wanted the whole collection to be light and sporty, looking back at the layering of Unisex Sports Wear items and clothing brands that were switched on to what was going on and were creating clothes to dance in, Brand's such as Fiorucci, Moschino, Chipie……They feels like an air of the early 1990's going on in the way music is being produced and the way people are dressing in London right now'.

Talking about the whole 90s vibe, she added 'women today understand how to create their own looks and appropriate items to their own wardrobes. I love how it's styled by [super cool Norwegian stylist] Madeleine [Ostile] in the film, but I also love how it's styled on the site, very clean and natural. I could even see school girls wearing it mixed in with their uniforms'.

And finally, on how it was to work with a fashion powerhouse like ASOS, she described the experience as 'great', adding 'ASOS appeals to such a wide scope of women and so this was a challenge - to create something contemporary and wearable, but still with a vision. Also the main idea was always can you have a good dance in these garments'.

Which neatly brings us on to the AMAZE video lookbook, above, which is something we love as much as the collection itself. Ercon has pooled some of London’s finest talent to collaborate on the piece – director Zaiba Jabbar, stylist Madeleine Ostlie and art director Anna Walker have come up with the brills video concept, which harks back to late 80s/early 90s videos for ‘Good Life’ and ‘Big Fun’ with its brilliantly grungey, slicked-hair and dark lip styling, set to a soundtrack by Casually Here. Enjoy!


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