ASOS has launched a new womenswear label AsYou, adding to its brand portfolio alongside COLLUSION and Reclaimed Vintage. AsYou has been designed with Gen Me in mind, with the initial line-up of over 100 pieces comprising slinky mesh separates and dare-to-bare bodycons. AsYou is brought to life by a team of young creatives who live and breathe the life of the glam customer

Nikki Tattersall, Womenswear Buying Director at ASOS, says: “We are excited to launch this new brand that responds to our younger customers and gives them a new way of showing their confident style. Our focus has been to create a versatile collection that younger customers and gives them a new way of showing their confident style. Our focus has been to create a versatile collection that encapsulates both on and off duty glam, reflecting the reality of how our customers are living their lives right now.”

AsYou is now available on ASOS.com.