Teen daughter spends a lot of time on ASOS, and as I am often required to enter my card details, I find myself taking a look. If I’m honest its my idea of shopping Hell and a little like a trip to TK Max. All that trawling through rail after rail or page after page of things that quite frankly all look the same, just doesn’t appeal to me as I want less not more choice as I get older and want my shopping experience to be curated.
ASOS of course isn’t targeting the 40 something shopper and has got it just right for the younger customer. When teen daughter shops, she knows exactly what she is looking for and is quite happy to click though 25 pages of printed hot pants, to find the perfect pair.
This week however, I came across this lovely range of Kimono inspired pieces by young designer Hermione De Paula. Created exclusively for ASOS, the silk dresses and chiffon kaftans in re worked versions of traditional prints – which she calls her ‘twisted English rose’ aesthetic – look perfect for floating around in on holiday, or wearing with jeans for a party