Michael Kors has been on the ASOS wishlist for a very long time (especially on bags!), so seeing it finally go live feels like a real moment.
This isn’t just another launch for us. It’s something we’ve been working towards strategically to strengthen our position as a premium accessories destination. Michael Kors brings global recognition and real authority, but still feels accessible to our customer, and that balance matters.
We knew the demand was already there. In H1 alone, we saw 25,000 searches for Michael Kors across categories, so this was about showing up in the right way when our customer was already looking. That’s why it was important to launch across bags, jewellery, watches and fragrance together. It creates a more complete, lifestyle-led offer and reflects how customer behaviour is shifting towards more brand-led shopping.
For ASOS, this is a real step forward. It accelerates the premiumisation of our assortment, strengthens our brand mix and builds credibility in accessories. It’s the kind of partnership that not only performs in its own right but lifts perception across the wider platform.
From a product perspective, the collection speaks to a more fashion-engaged, premium ASOS customer in their twenties and thirties, someone who is brand-aware and looking to invest in elevated everyday pieces. There are some clear heroes already. The Laila shoulder bags in brown and primrose pink suede are standout styles, while the Nolita chain pochette, especially in the monogram, taps perfectly into that 90s-inspired mini bag trend. It’s one I keep coming back to. We’ve also made sure the offer feels accessible, with bags starting from £115 and a broader range of price points to come. It’s about opening up premium in a way that still feels relevant to our customer.
What I’m most proud of, though, is the team effort behind this. It’s been one of our most complex launches, with strong collaboration across buying, merchandising, legal, logistics, studio, onboarding, AMG and more, as well as across categories with Face + Body. There were challenges along the way, particularly around timelines and onboarding, but the way the teams worked together to land this feels like a real achievement.
We’ve launched with 15 styles and more to come, and this is just the beginning. For me, this is a defining step in our journey to becoming a credible premium destination, and a really exciting one at that.