When I first moved back to Scotland after living in London, I used to wish I had the ability to apparate (and a time turner) so I could attend the events in London that tortured my inbox! Sadly I had neither the magical abilities (shame) nor the bank balance for regular trips to King’s Cross, but fast forward a couple of years and an ever growing number of companies are showing an interest in what goes on North of the Border – about time too! ASOS was well ahead of the fashion curve and has been touring their collections for a wee while now; I thoroughly enjoyed last year’s High Summer preview (see this post) and this year I was excited to hear they would be holding a press dinner and preview at The Dome.
Shamefully as an Edinburgh resident, I’ve never actually eaten at the Dome, but the George Street icon certainly didn’t disappoint. The opulent setting provided the perfect backdrop to peruse the High Summer offerings in style. It was like the most stylish boudoir – complete with dream wardrobe, of course!
After being greeted by the ASOS team, we were invited to take a peep at some cherry-picked pieces from the High Summer collection. My favourite piece has to be the vintage-inspired, beaded top above. I love how the ’20s-style embellishment has been given a modern update with a cropped cut and sheer fabric – it would be lovely dressed down with denim for a contemporary spin.
There was more than a smattering of seventies influences – from tactile textures (suede, raw denim) to boho prints – given an update with contemporary cuts and details. Technological fabrics gave a futuristic feel to bold designs: almost sculptural material created form-fitting frocks, digital prints were rendered on jacquard, and a holographic-style fabric was made into a sheer, box-cut shirt. The feminine, retro pieces were more me, but this diversity is one of the best things about ASOS I think – they really have something for everyone.
That said, when I think ASOS, I definitely think fashion with a sense of fun as such a strong part of their brand DNA that unites their collections. The star-print gilet exemplified this perfectly, as did the statement accessories: think brightly coloured faux fur, goggly eyes, 3D flowers, and more than a sprinkling of glitter!
After our fill of oohing and ahhing over the new season designs, we sat down to dinner. There were some delectable veggie offerings for me: potato croquettes to start, followed by a delicious goat’s cheese filo pie, and a pear and almond tart for pud. What’s more, I couldn’t have asked for better company. The team at ASOS really are the loveliest lot, and I learned so much about how things work there (thousands of products are uploaded onto the site each week, meaning several teams are shooting in the ASOS studios 9-5 each day), and even the kind of models that sell the most clothes – girl-next-door if you were wondering!
Genuinely the best evening I’ve had in some time – thanks for having me, ASOS! What are you currently coveting from ASOS?