We’re delighted that Soho Wardrobe and Long Legs London have launched across all ASOS markets, another step forward in strengthening our strategy to deliver a curated, desirable mix of brands that truly resonate with our fashion-loving customers.
We’re proud to be partnering with Aurelia, a small-business owner and the creative force behind both collections. Her commitment to celebrating diverse body shapes - and designing great fashion for both core and Tall customers - shines through every piece.
Soho Wardrobe levels up our day-to-night and occasionwear offering with bold, confident statement pieces that land perfectly for our trend-driven customers. The faux suede co‑ord, with its waist‑cinching blazer and deep‑brown A‑line shorts, is already causing a buzz internally as a standout set. And the gorgeous grey co‑ord? That one’s an ASOS exclusive.
Long Legs London by Soho Wardrobe brings the same design vision to our Tall customer, reworking key pieces with specialist proportions, Tall‑first expertise and elevated attention to fit. The high‑waisted faux suede trousers in beige are a standout already, praised for their shape and true Tall‑first construction.
Aurelia created these brands, especially Long Legs London, as a tall woman herself, driven to champion empowerment and representation for tall women in fashion. Her aim: to create pieces that celebrate tall women’s beauty and offer clothing thoughtfully designed for tall body types. Both brands focus on well-crafted staples built to be re-worn and re‑styled season after season.
This launch doesn’t just add two exciting brands to our website, it strengthens our inclusive offering, deepens our authority in occasionwear, and brings fresh creative talent into the ASOS brand mix.