Last month, we successfully launched Drop 4 of ASOS X The Sourced Collection, continuing our partnership with founder Lois Smith and reinforcing our commitment to supporting emerging brands through ASOS Supports.
The Sourced Collection began as Lois Smith’s luxury personal shopping studio before evolving into a design house known for high quality, statement pieces that celebrate individuality and fit seamlessly into real life. What started as one-off designs clients could not find anywhere else has grown into a brand with an established base of high profile, aspirational customers that strongly appeals to the ASOS shopper. Through ASOS Supports, our expanded cultural engagement platform, we have been working closely with Lois on exclusive drops, collaborating, mentoring, and helping to grow her brand, shaping the future of fashion.
Drop 4 was designed with event dressing front of mind, catering to the glam girl searching for elevated fits. The range, featuring a mixture of skirt and trouser coords, in addition to maxi dresses, is ideal for summer occasions, including hen dos, races and weddings, as well as standout holiday looks. It is centred on an elevated colour palette of creams, chocolate browns, stone, and rust, brought to life across key fabrications such as linen, satin, and lace.
The collection is already performing strongly. Bestsellers include the monochrome bandeau dress, alongside the cream satin dress which has already sold through, highlighting strong customer demand for elevated occasionwear.
Lois played a key role during the development of the collection, from helping inspire the overall direction and contributing to fit decisions, to attending styling meetings and overseeing the focus shoot, which reflected the premium and aspirational feel of the collection.
ASOS Supports is about turning up for the people and brands shaping what’s next. By investing in emerging talent like The Sourced Collection, we continue to open doors, champion creativity, and support up-and-coming designers through meaningful, long-term partnerships.