NEW DROP: THE SOUTH ASIAN WEDDING COLLECTION

ICYMI, the second drop of our South Asian Wedding Collection has landed (with even more coming)! The idea originally came from ASOS Senior Assistant Merchandiser Kishan, who saw an opportunity for ASOS to better represent our customers and all the occasions they attend. For this drop, we consulted our South Asian Sounding Board (a group of ASOSers from South Asian heritage), who had input on everything from design to the shoot. Scroll to find out more...

To begin with, the Sounding Board consulted on the design of the collection, reviewing samples to make sure colour choices, embellishments and prints were culturally relevant, plus suggesting ways to make the designs even bigger hitters in the style stakes. The result? Some seriously extra looks, like bold patterned Nehrus and Kurtas in bright colours.

And although weddings were the original inspo for the collection, Entry Merchandising Administrator Taran (a member of the Sounding Board) sees these styles as more than wedding wear – it’s South Asian 'occasion wear'. So, it was crucial to bring all the energy (and style) to the looks that you’d want when 'celebrating Eid, Diwali, or any other occasion’. For him, South Asian celebrations are all about 'going all-out with full-on glam and full-on fashion – and the bold colours symbolise that’. Although, if you’re all about keeping it more low-key, DW – there are plenty of neutral suits and lots of linen, too.

'I feel like I’ve brought “home” to ASOS', says our Stylist Radha-Rani, the creative mastermind behind the product shoot. For her, the model selection was key. She and other Sounding Board members wanted to fully represent the South Asian diaspora, and all the different skin tones within it. They also wanted to show the spirit of celebration through the models’ movements – which is why the images are purrrre vibes.

The team is super-proud of how the collection turned out. ‘I love that I can use my styling to inspire and educate for a positive change,’ says Radha-Rani. ‘It’s not just fashion, it’s roots from my culture.’ The proudest moment for Geeta, a Senior Merchandising Assistant and Sounding Board member, was bringing South Asian-owned brands onto ASOS. ‘It’s important to make sure South Asians are being represented in mainstream culture, whether that’s through brand launches, fashion or styling – and ASOS is a great platform to showcase this talent,’ she says. On that note, make sure you check out womenswear brands Maya (on-site now) and Kanya London (dropping very soon).

To learn about our wider Diversity, Equity and Inclusion work at ASOS, take a look at our FWI report.