So was I the only one to stupidly let the ASOS Ltd 100 pass me by. Well actually, it didn’t pass me by. I was physically stuck in a meeting dying for a wee and to check the asos.com site (two urges that I thought would never exist in tandem…) yesterday. What is this ASOS Ltd 100 you ask? Well, with all my boohoo-ing over ASOS, this time they have come up trumps with a truly wicked concept. In their second partnership with London College of Fashion, ASOS presented the Ltd. 100 collection – 100 original one-off designs from students of the final year at LCF. This includes menswear and womenswear. If people have complained about fashion students’ work being priced into silliness, then no-one can really complain about the ¬£50-¬£500 price tags of these clothes, given that they are true one-offs that are certainly not your everyday fashion fare.
So clearly, the Ltd. 100 name really got people salivating because as soon as the collection launched at precisely 1pm yesterday, it pretty much sold out in 2 MINUTES flat. Yes. 2 MINUTES (I don’t think even Spice Girls reunion tour tickets went that fast…). The buying furor was so mad and fast that people on the ASOS blog have even been questioning whether it was all a bit of a con with things having gone out of stock at precisely 12.59am (?). Personally, me thinks it was less of con, more of a case of fast-fingered fashion enthusiasts. There are dribs and drabs of it still about if you are interested but the point is, this definitely demonstrates that there is a genuine desire for fashion students’ work. Give fashion students the right platform, the right press and the right pricing and they’re instant sell-outs. Despite my not having been able to nab any of this stuff, it does truly delight me that fashion students are getting that cache and that their garments are desirable on the strength of the original designs. The difficulties traditionally associated with getting a new label started up is suddenly jumpstarted by the likes of ASOS and with a willing public that are ready to mouse-click super fast… it becomes a bit of a no-brainer. Credit crunching talk and all, perhaps it’s a sign of the times that people want to spend their money selectively and on things that aren’t generic. *Grin Grin*…. it is most pleasing indeed…
I thought it was a great idea but I wasn’t fast fingered enough, spent to much time looking at all the pictures, deciding what I liked best and before I knew what was happening it had all sold out!
Dammit, I didn’t even SEE the cropped bodysuit! That would’ve made it into my top 3 fo’sure! x
you’re right about the whole spice girl thing. but i was quicker then and had a fab time.
i love that white shirt with the tie detail and then the white shirt with waistband details…LOVE.
love,
danny
http://dannydaily.typepad.com
I LOVE that red oversized cape, akin to what Little Red Riding Hood would’ve worn. Too bad it’s all gone!
I think you’re right about people wanting fashion students’ work–people want cutting edge/fresh/new/hip, etc. I think it’s a similar note as the Helmut Newton Machine at Topshop; it’s all about “fashion” becoming accessible and people more interested in seeing “real” people’s fashion rather than some sort of elite…or recreating the elite themselves!
I missed this aswell. Only got a glance when there were about 4 things left. Although it is unquestionably a publicity stunt to up the credibility of asos i think it is good that exposure is being given to students work. Also for those(like me)outside of london/good unique shopping it is an alternate traveling, rummaging or ebaying.
I’m sorry I missed it!
Judging by the pictures there are some real gems there! Gutted that I missed the whole thing, even if I couldn’t afford most of the stuff it would be interesting just to see the designs.
Life after school can get so hard for these students, so I think Asos got it so right with this initiative.
the cropped bodysuit is amazing.
I wish there was a way to buy things from fashion students (apart from this time, of course!). I feel like they have a lot of difficulty advertising their stuff, even though this clearly shows that there’s a demand.
when it comes to fashion London is so so fast forward. all those events, all those ideas… although now there is a lot going on in Berlin as well (fresh designers, fresh ideas) it will never reach London’s desire for clothes.
it’s nice to see companies supporting students.
i posted on this too. so many desirable items! can’t believe how quickly it all went, though it’s a great sign that it did.
it would’ve been nice if they’d had some preview time on the site before everyone went click happy though, as i hadn’t seen most of the pieces before.
those beaded trousers are quite fantastic!
I didn’t even know this was going on! Though I do think something a wee bit suspicious is up. I can understand the stuff selling out, for sure, but in TWO minutes flat? I mean, even the hot selling stuff from Topshop when it goes live, takes longer to sell out. I know there was a limited quantity, but I just find it hard to imagine that within two little minutes, people would snap up all this stuff. Yes people want ‘cutting edge’, interesting fashion, but I don’t think that many people would look at this as a way to do it. Anyway, it’s still a great idea and there was some great stuff on offer.