07.05.2021

This is the little-known ASOS brand that influencers and fashion editors can’t stop wearing

ASOS Design is their affordable, trend-led line, while ASOS Edition provides all the occasionwear you could ever need (including for your own wedding!) and ASOS Made In Kenya hosts fun, bright basics while working with SOKO Kenya to improve local communities. And while, at GLAMOUR, we’re obsessed with every single one, we’ve noticed that it’s ASOS White that’s making waves in the world of fashion editors and influencers.

They’re known for stocking every brand from Nike to adidas, Faithfull to Ghost and Levi’s to Mango – with high-end labels Tommy Hilfiger, House of Holland and Marc Jacobs also featured – but did you also know that ASOS have several in-house labels?

Fashion forward and trend-led, ASOS White features more statement pieces than the e-commerce site’s other in-house offerings, these are pieces that were surely crafted with the ‘gram in mind.

Even the most staple, basic pieces within the collection have unexpected design twists, whether that be via exposed seams, step-hems or clever ruching.

Refreshingly, the sizing is also relatively standard – a blessing in the current climate of obscenely irregular sizing, but especially so when ordering online. Fewer trips back to the Post Office clutching returns will always be a tick in our book.

While ASOS White has a slightly higher price-point than many of the other pieces on site – dresses, for example, tend to be upwards of £50/60 – this is reflected in the quality of design and fabrication. Puffed sleeves stay puffed, pleats stay pleated and rough edges don’t fray… and that means each piece can be worn time and time again which, considering recent revelations in this world of sustainable consciousness about the impact of throwaway fashion, is no bad thing.

Scroll down to shop GLAMOUR’s 10 favourite pieces on the ASOS White website right now…

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