When we heard that ASOS will be presenting at London Fashion Week Men’s we were instantly excited. What else could the fast fashion hub be bringing us that will have us online shopping while at work? Stepping onto the rooftop of the Ham Yard Hotel we were pleasantly surprised by the variation in each piece.
The SS19 collection was vibrant yet simplistic, to create cool contemporary pieces with a twist. The use of different materials such as 3M reflective, plastic, and rubber, create topical pieces to that transform any outfit. The theme of the day was translucent and iridescent, with pieces featuring either one. While this might seem like a brave choice for menswear, it certainly paid off, from the jackets to the accessories there were murmurs of unified appreciation among the crowd.
This collection allows ASOS to journey into affordable contemporary menswear, and we won’t be surprised to see this being this worn at next year’s men’s fashion week! This is a huge accomplishment for a mainstream retailer, it dares menswear to be different through the use of bold colours and flattering cuts while remaining malleable to being dressed up or down. We would like to see ASOS continuously challenge the traditional definition of mens and womenswear to provide truly individual garments.