Online retailer ASOS have managed to pull out all the stops with their new collection ‘ASOS Black’. Launched right in the middle of London Fashion Week, the guys at the ASOS HQ have managed to find time amongst the currently crazy fashion world to release and promote this new range. Of course we have seen ASOS collections before, notably ‘ASOS man’ and ‘ASOS laundered’, but this is the first collection with it’s own brand name, and first impressions seem to suggest that it is a little different from the usual range of items created by the ASOS designers.
The collection stays true to it’s name with a range of monochrome items for this A/W; the black and white array of items seem to be a mix of sophisticated sleekness with an edgy rock factor thrown in for good measure. Priced slightly higher (yet still reasonable) than the usual ASOS brand items, the ‘Black’ collection acts almost as a slightly more ‘premium’ range, which is mirrored through their design and attention to detail. ASOS describes the range as “An all encompassing menswear range which represents the current spirit of modern menswear. Precision of cut, fabrication and finer detailing are all key elements of this collection.”
The video above is used on the site to promote the collection. The usual ‘trend’ videos that feature on ASOS usually concentrate on creating the atmosphere that the trend represents, whilst also showcasing the clothes themselves. This video however seems not to showcase many of the items, but rather to solely create a moody, dark, nostalgic atmosphere in connection with the clothes (in the most artistic way possible of course). This eery atmosphere (mainly created through the choice of music) perfectly establishes what ‘ASOS Black’ is all about, and allows the range to be released on the site with little explanation or description needed. (Okay so it’s not going to win awards for marketing but it’s a pretty impressive video you’ve got to admit!)
So what about the actual collection itself? Well as I have already mentioned it seems to be a creative mix between sophistication and edge – the perfect blend for the traditional London hipster. The collection currently consists of just 38 items, although I’m sure this number will develop and grow over time. Materials range from lightweight cotton with high attention to detail, to chunky knits and overcoats that create that ‘effortless’ look. However, it isn’t just tops that the ‘Black’ range consists of; the items will have you suited and booted from head to toe (neck scarves and all). See for yourself with my picks from the collection below:
As you can see the collection consists of quite an eclectic mix, tied together by the monochromatic feature of the ‘Black’ name. From experience with the usual ASOS Man items, I can tell you that the quality is of high standard, and the items don’t seem to shrink or diminish over time like they do with some high street brands (mentioning no names). As the ‘Black’ range seems to be ASOS’s more premium range, I can only assume that the quality of the materials will match, if not beat, that of previous items.
So what do you think of the collection? Although I am personally not a fan of Hi-Tops, I will most certainly be getting my grubby student hands on the coats and knits, and maybe even those ‘Jersey Sweat Pants’ if my depleted wallet can handle it!
Try mixing with the other ASOS items:
By mixing the premium range with some of the basics range, you can begin to create multiple looks and outfits on a budget. If you treat yourself to a few key pieces from the BLACK collection it will allow you to mix in cheaper items – like basic tee’s and jeans – and still create a sleek and sophisticated look that LOOKS expensive and well put together.
Let me know your thoughts below, or as always you can follow me on twitter over at www.twitter.com/TomBloomfield
I love what Tom has done for you today because he has managed to showcase the new collection whilst putting together some existing accessories which really hit what this whole collection is all about. It is so easy to create outfits using monochrome colours and all these items will help give you that edgy/rocker look this A/W. Here are a few I threw together using just the ASOS BLACK range and the accessories Tom showcased:
I hope you can appreciate the versatility of this new collection now, and with all the hype surrounding Zara and H&M’s new launch, we must not forget that ASOS have been doing this for years and are continuing to design and produce a high quality range for all of us on a budget.