It’s actually still a bit early for Christmas banter, I know, but the marketing machine rotates each time faster than you ever can hold the meeting of the Schokoweihnachtsmanner in the late-summer supermarket, the fashion industry is ticking anyway a little bit faster and differently than the rest of the world and I sit sometimes inside and wonder when all designers of this earth probably raise the white flag, return to the two-season model, and breathe deeply. Probably never, that may be, and in the case of ASOS, I put this even my hand in the fire. You’d think definitely, in the hallowed halls as in the shed would be the high street giant antes, it does too, but fortunately, like in a very peaceful, blissful with the Sugarbabes soundtrack top.
During our mini short press trip to headquarters located in London, Katja and I had one, of course, Super quick look behind the scenes and on the upcoming XMAS 2015 „ black “ collection throw. At this point, one be said beforehand: I love the British for their courage to the lush, since the festivals in pomp and sequins are celebrated. Not everything fits in our solemn restraining German snoring wardrobe, but much. And perhaps we should cut us even a slice of up pretzel happiness – i’ve lost my heart anyway at a Baker memory coat.
Back to the top. In the morning before departure, I wanted to keep my colleague Katja just for over-organized and me even in casual Tranfunzeligkeit swim for me a SMS with the words in 29 minutes I’m on the way, at that moment, I sat still in their pyjamas and packed suitcase from the screen. Short shock, then cat wash and a jute bag with fresh socks as hand luggage, fast down in the taxi with cheese bread – I had swapped namely flight departures and arrivals. Thank you, Katya. That was shortly before knapp.
From the airport, it went straight to ASOS headquarters, which greeted us with two gigantic statues of cats prior to the entrance hall. A matter of taste, but quite impressively. Meanwhile two rooms at the ACE waiting for hotel us, also hipster Hausen called, because even the Porter College jacket. I have it really exposing anything, seems to be at least comfortable as a rigid suit. The Interior is also not bad parents, a little living-room atmosphere was me in the evening anyway, handy, contrary to all expectations, there is for me is quite erquickenderes as the lonely nights in strange hotel beds.
In the showroom, then the “ASOS BLACK“ glitter awakening. Somewhere between the swinging twenties and the Great Gatsby, a portion of 30s with lots sequins Blingbling decorated as probably also Greta Garbo would have liked him, and a time jump back to the opulent 80s with shoulder fringe articles, found Katja the cow of your dreams:
Also in store: A Saint Laurent’ F3 Lurexkleid, handsome coats (for example in hunting green), knitting a la Celine, here and there some boho , Fake for catcher in all colors and patterns, but above all also quite suitable for everyday use. It takes not much longer until all pieces of the Black collection are available online, some are even already available. We make but again beep.
What has touched me personally the most, was the love of the four head designers to their designed pieces. Each was carefully taken off the shelf and says even something for the younger audience was for the fabulously, but always a glow in the eyes and also pride was there, as if each dress in little puppy that is looking for even a suitable, loving home would be:
The Lieblingsschuh of the Quartet: Pompom!
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What I at ASOS : All production facilities are regularly inspected (they all say that but as far as I can tell it, what it really is, transparency is very indeed exceptionally important). Keyword: ‘fashion with integrity’ –“it sums up our approach to business. For ASOS, fashion with integrity means managing all aspects of our brand transparently so that our customers can enjoy their fashion in the knowledge that they are not harming people, animals or the environment.“ this is of course long since not enough, but a start has been made. Leather, feathers, mohair and Angora is waived for the own brand for example completely. Who may also read more about the Africa collection, whose Erlos fully benefit the workers on-site, or the Foundation of ASOS, which may look now here past.
It welcomes Nick, the CEO in London, by the way:
And so it looks behind the scenes:
The text team writes over 3500 Produkbeschreibungen per week.
More than 14,000 pictures are edited per week from retouching team.
The catwalk team absorbs up to 500 videos a day.
Add product shots and 360 films for accessories come 2000.
900 brands are listed each year.
Over 100 models work regularly to ASOS (so also Cara Delevingne has begun).
Per week snow to the 4000 samples for the sales team, to examine that and select is.
That sounds a lot and lot. Maintenance take my hat off to this workload, really true.
After the flying visit to the HQ’s went to the hotel and then in the restaurant ”Bistroteque”:
Thank you for the invitation, team asos, jasmine & Christine!
Hopefully very soon.