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When the globe’s hottest fashion weeks roll around once again, it is hard not to look forlornly at one’s closet and feel inspired to dig a little deeper, and to engage in a bit of a style overhaul. Arguably most inspirational are the fresh young things showing at Graduate Fashion Week, taking trends and techniques straight from the streets and whacking them on the runway. But we are busy folk – few have the time, or indeed the funds, to chill at Dover Street Market and watch the new deliveries pour in. So it comes as a pleasant surprise that ASOS – the website initially known for creating cheap knock-offs of Paris Hilton’s rags – has upped its game and created HUB, a series of small collections from some of the newest names on the London scene.
The pieces are directional and carefully chosen, with 15 names being represented in total. Currently available are some generously sized print silk scarves from Forget-Me-Not, statement jewellery from Florian, Ligia Dias and Scott Wilson, and a selection of leggings, tight body-con dresses and digital prints from the German-Icelandic duo behind Ostwald Helgason. For something a little more opulent, indulge in the drapes and billows of Louise Amstrup’s luxe silk dresses and trousers. Names yet to come include Louise Markey, Natasha Stolle, and the currently unstoppable Louise Gray, whose work has consistently gone down a storm with the fashion press – watch this space.
www.asos.com
