London, 12 May 2026: ASOS has launched Muse Assembly, a premium contemporary womenswear label designed for modern, occasion dressing.
Launching globally with 26 pieces, the debut drop is an elevated day-to-night wardrobe of dresses and co-ords built around refined romantic silhouettes, premium fabrication and thoughtful detail. Hero products include a tiered ruffle maxi dress in sunlit yellow and a ruffle mini dress in vibrant green, made to be styled, re-styled and worn season after season.
Muse Assembly is built on a clear design point of view: effortless, considered pieces that feel directional without feeling overdone. Designed in-house, each collection balances polished proportions with premium fabrics and meticulous finishing, with a focus on higher-quality materials including recycled and organic fibres.
Shazmeen Malik, Brands Director at ASOS, said: Our role at ASOS is to bring key trends to life through the curation of brands we offer and how we style them. We know that Muse Assembly is another brand our customer will love because of its contemporary take on boho, with pieces she can wear on repeat.
We’ve seen searches for ‘Boho’ rise 23% from March to April, while ‘Festival’ searches increased 70% over the same period, so we’re confident that Muse Assembly is a great addition to our brand portfolio.
Muse Assembly is now available to shop at ASOS.com.
About ASOS
Founded in 2000, ASOS has 17 million active customers in over 150 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands, including ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in-house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.