FASHION
20 BRANDS YOU DIDN'T KNOW WERE ON ASOS
By Sarah Waldron, 27 April 2026
Hunter Downpour Chelsea boot in dark olive, £85
1. HUNTER
Hunter is the be-all and end-all of wellies. Every fashion girl worth her salt who's ever been to a festival has a pair (or two).
2. SOUTH BEACH
Inspired by the Sunshine State, South Beach's bikinis and beach wear are tailor-made for summer. Prefer winter sun? It does clothes for the slopes, too.
Good American weightless high waist wide leg jeans in light blue wash, £167
Khloe Kardashian's brand spotlights all-American staples, but it's the jeans that are really famous. Sizes run from 2-34, so there's an excellent chance you'll find a pair for you.
Abbott Lyon two tone mixed metal chain necklace in gold and silver, £59
4. ABBOTT LYON
Abbott Lyon's jewellery is full of dainty chains, elevated hoop earrings and feminine watches – the perfect finishing touches for everyday outfits.
5. GINA TRICOT
Long-loved by Scandi girls, Gina Tricot has all the style bases covered, from all-important white tanks to wedding-ready dresses.
The Frolic exclusive chiffon maxi skirt co-ord in pink, from £32
6. THE FROLIC
Available exclusively on ASOS, The Frolic's co-ords, tees and swimwear should be first in your suitcase come your next sun holiday.
Dolce Vita Rains t-bar ballet flats in ivory leather, £150
7. DOLCE VITA
Born in America but inspired by all things Italian, Dolce Vita makes chic, timeless shoes and bags that'll easily slot into your everyday rotation.
Bardot Estie cotton cami corset detail maxi dress in yellow floral, £164
8. BARDOT
Bardot's been around since 1996 in Australia, so it has party dresses and co-ords down to a fine art. Look out for the lacy dresses in pretty pastel shades.
Gisou Honey Infused Hair Oil 50ml, £37
9. GISOU
Gisou haircare products are all about the power of honey – the brand's founder, Negin Mirsalehi, was inspired by six generations of beekeeping knowledge. Expect hydrated, glossy locks.
Aria Cove chiffon drape maxi dress in bubblegum pink, £70
10. ARIA COVE
Aria Cove's MO is occasion dresses, so think parties, weddings and wherever you want to have fun. Look out for this season's crochet dresses: they're built for the beach as well as the bar.
11. CANDYPANTS
Noughts & Kisses chiffon extreme ruffle co-ord in soft blue, £38
12. NOUGHTS & KISSES
Noughts & Kisses believe clothes should look as good in real life as they do in photos, so you can make the most of both.
Rip Curl X Farm Rio stripe beach short in multi, £50
13. RIP CURL
Rip Curl is the OG surfer girl brand, and its collaboration with Brazilian beach fave Farm Rio is the best of both worlds.
Havaianas slim square toe metallic logo flip flops in buttercream, £34
14. HAVAIANAS
If you only buy one pair of flip-flops, make them Havaianas. The brand has been making sandals since the 60s and sells over 250 million pairs a year.
15. FJALLRAVEN
Fjallraven's hero style is its Kanken backpack, which is deceptively spacious. They were originally designed as outdoor gear, so you know they're built to last.
MEDICUBE Red Succinic Acid Panthenol Peeling Pad (70pcs), £25
16. MEDICUBE
MEDICUBE is the gold standard of K-beauty brands, loved by influencers and dermatologists alike. Get your glow with its panthenol peeling pads and collagen jelly creams.
Clarks Wallabee Evo shoes in dark tan suede, £75
17. CLARKS ORIGINALS
Clarks Originals has been making shoes in Somerset since 1825, so it has quite a few classics in its design roster. We love the classic suede Wallabee boots.
IYAL slim leg trousers co-ord in blue, £45
18. IYAL
We've linked up with IYAL to bring you its modern take on modest dressing. Expect flowing shapes, ruffles and bold colours like cobalt and copper.
Vagabond Shoemakers Jolin suede Mary Jane ballet flats in beige, £90
19. VAGABOND
Vagabond says it's all about its four C's: The Craft, The Choice, The Care, and The Change. Its flats and boots are quirky, off-kilter and impeccably made.
GAP wide leg jean in dark wash blue, £50
20. GAP
Who hasn't heard of GAP? The timeless American denim brand has hit the ASOS shelves with an iconic range of jeans, joggers and hoodies.
