ASOS celebrates their US arrival with a stylish supper
UK based online fashion retailer ASOS (that’s pronounced “a-sauce”) held an intimate dinner at the Soho House in West Hollywood Monday night for a handful of celebrities, stylists and fashion editors to celebrate their U.S. site which launches in late September.
“Twilight” vamp and the most recent ASOS online magazine cover girl, Ashley Greene hosted the group, which included a couple of ASOS buyers/designers who were in town for an inspiration trip that took them to local vintage haunts such as The Way We Wore, Golyester and Shareen. They were gathering creative ideas for their in-house ASOS collections, which for this fall include leather dresses, slick high-waist trousers, romantic lace blouses as well as studded evening clutches and platform ankle booties that carry a high fashion aesthetic but sell for contemporary prices. And don’t compare them to fellow British retailer Top Shop;these styles are less trendy, fast-fashion and more modern and grown up.
Greene donned a dress from the line -- a black shift with gold-embellished collar -- and fellow celeb and "Dancing With the Stars" alum Kelly Osbourne wore a very ladylike embroidered black and cream lace dress that complimented her lavender-gray up-do.
The other 800 brands also carried on the website include See by Chloe, Surface to Air, Opening Ceremony and Acne denim as well several that may be new names to most people, including Stolen Girlfriends Club, Stine Goya, Nishe and Shakuhachi. They can all be tried on for size and style without fear of not liking something or getting the wrong size; there’s free shipping and free returns on all merchandise when the U.S. site hits screens next month.
-- Melissa Magsaysay
Photo: Ashley Greene and Kelly Osbourne at the ASOS dinner at Soho House, West Hollywood. Credit: ASOS