I love ASOS. And no, I haven’t been paid to say that. Whenever I need (okay, okay – want) something, before every *mildly* panicked holiday packing session and… well, whenever else the occasion arises, really, ASOS is my first port of call. Other than the fact that they’re super on-trend every.single.time, they’re also very, very affordable (until you’ve added every single item into your shopping cart and then… not so much).
Buzzfeed recently made a pick of 42 ‘insanely awesome and inexpensive things’ you can get at ASOS (check it out here). For their 13th original collection, ASOS teamed up with London-based designer Christine Mhando, better known as Chi Chia for a super cool collaboration positively bursting with vibrant prints and to-die-for silhouettes. Counting the likes of Beyonce as a fan, Chi Chia modernises and transforms traditional East African textiles into stylish, contemporary and considered fashionable attire.
The collaboration comes as part of ASOS AFRICA, an initiative that aims to support UK based and overseas community activities in Kenya and India. Project Pipeline, founded by ASOS in 2012 provides water, secondary education, and training to improve the lives of those living in the rural communities around SOKO’s factory (where ASOS AFRICA is made). This, in turn, helps underprivileged African communities develop and establish sustainable local businesses.
So basically as opposed to the cultural appropriation many are being criticised of, ASOS is actually giving back to the community, working with someone of actual African heritage and the results – six African inspired prints across 18 styles – are incredible. ASOS were kind enough to send me a few of the new bits. Here, I’m wearing this gorgeous jumpsuit, which I’ve cinched with a thin black belt and accessorised with a hat, my trusty pair of nude Prada heels and a pair of aptly called Cleopatra Le Specs mirrored shades from Jules B. I’ve got a serious problem in that my face and my eyes ALWAYS give away what I’m thinking, so I love wearing something that helps hide my eyeline haha.
I’ll be posting a second look soon, too. Check out the full ASOS AFrica Chichia collection here.
Photos by Kiran Gidda
What do you guys think? Are you loving ASOS Africa’s new collection as much as I am? Let me know in the comments below!