Photo: Me outside the ASOS In Real Life pop-up.
Last week I visited the ASOS In Real Life pop-up at London’s Rathbone Place. That is me outside the store with the ASOS crew who are wearing garments that have the same print as ASOS’s iconic order parcel ‘white-noise’ packaging.
ASOS launched their first bricks and mortar store in London. The pop-up as described as akin to walking through a fashion search engine or an online fashion catalog was a fun mix of fashion, beauty, social media, talksa and more.
The curated edited of Autumn/Winter 2023 collections included designs from ASOS Design, ASOS Edition, Collusion, Dr Martens, Nike, Topshop, Topman and more which were available to buy. In addition to the fashion there was a hair and beauty bar with free mini beauty treatments by Charlotte Tilbury and hair styling by Drybar (both pre-booked or walk-ins), freebies, hot beverages from an ASOS Cafe, panel talks with LuxeGen, New Balance and The Ordinary. There was also an Augmented Reality (AR) catwalk show via the Snapchat app as a result of an ASOS partnership with Snapchat.
‘ASOS In Real Life’, ASOS first shop in London was all I could have imagined a physical ASOS store to be. I look forward to the next one.