LONDON, 18 March 2025: Today, ASOS, the go-to destination for fashion-loving 20-somethings, is excited to launch For Love & Lemons — a brand synonymous with dreamy silhouettes, divine femininity, and a touch of daring romance. 

This collection delivers 80 stunning pieces spanning dresses, tops, skirts, swim, and lingerie. Standout styles include the romantic embroidered heart broderie dress, a lace-boned corset mini that commands attention, and the contrast polka heart print slip made for effortless allure. Each piece is meticulously crafted to make a statement.

Since launching in 2010, For Love & Lemons has rapidly gained a cult following, reaching 3.5 million followers on Instagram. Recognised for their ultra-feminine silhouettes and ethereal aesthetic, their clothing is designed to ignite confidence and empower women with every wear.  

Shazmeen Malik, Brands Director at ASOS said: “We’re thrilled to announce the launch of For Love & Lemons on ASOS. The brand’s super feminine aesthetic is unlike any other premium brand on ASOS, and we are confident it will be extremely popular with our customers. This partnership has been a long time in the making, and we couldn't be more excited to finally bring it to life.’

For Love & Lemons’ Marketing Director, Nicolette Gazsi said: “We’re so excited to bring For Love & Lemons to ASOS. This partnership allows us to bring our signature designs to a global audience that embraces our distinct femininity. We can't wait to see how our brand resonates with ASOS customers.”

For Love & Lemons is now available to shop at ASOS.com. 

About ASOS

Founded in 2000, ASOS has 20m active customers in over 200 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands including ASOS DESIGN, ASOS EDITION, 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. 

About For Love & Lemons 

Divinely feminine, ethereal, and created for the imaginative woman—For Love & Lemons was founded in 2010 by lifelong best friends, Laura Hall and Gillian Rose Kern, who aspired to create beautiful dresses and lingerie that would be cherished forever. Adored for their flattering cuts and exquisite attention to detail, each piece inspires the most romantic version of yourself and charms the world around you. Feminine empowerment and self-expression lie at the heart of For Love & Lemons. With a dedication to quality and craftsmanship, we create captivating, one-of-a-kind pieces that elicit an emotional response— igniting a feeling of confidence with every wear. As a small, 100% women-led team composed of creative dreamers—we value craft, innovation, and curiosity in everything we do.