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| 'The Godfather' by Louise Dungate; £250 |
Buzzings of 'ASOS Marketplace' drifted around the ASOS towers air as I left for maternityleave at the beginning of 2010. And now, 9 months later - it has launched with a handful of 'emerging designers', 'independent designers', 'multi-brand boutiques' and vintage boutiques.
I love the fact that it is an absolute 'must-do' that all shots are taken as a street-style-esque shot and not on hangers/mannequins/in studio .. so you get the impression you're literally buying off street style blogs (like you absolutely wish you could when browsing FACEHUNTER, Fashion Toast, Sartorialist... etc) You get the feeling that you really have stumbled across something original, one-off and new ... it's a very simple idea but think it works. Who wants to buy off studio pics these days? So last decade.
Despite the somewhat small offering of boutiques and designers... I think it's a promising start and the concept is an excellent platform for the emerging designers that might not have the footing to launch their own label webshop or who may want to test the waters or just want to get spotted!... I am sure that many many will make a name for themselves through this platform. Guaranteed.
Another thing I love about it, is that BROWNS Focus, who needs no introduction, have put themselves as one of the first multi-brand boutiques to feature on the new marketplace platform. I'm sure many named and reputable boutiques will follow in their footsteps. And also, Mark Fast has placed his diffusion line Faster in the depths of marketplace. Brave, but good choice.
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| Faster by Mark Fast |
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| Giles & Brother multi chain bracelet; £140 |
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| Alexander Wang 'Constance' ankle boot; £590 |
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| FUUDLUXE campaign image |
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| Shirt by Lost Faith and Revelry; £35 |
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| Vintage Carrera Hugo Boss Sunglasses; £150 |
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