FASHION
30 BRANDS YOU DIDN'T KNOW WERE ON ASOS
By Ayis Stephen-Diver, 5 May 2025
1. LAAGAM
Looking for a touch of luxury? This fresh brand’s all about statement pieces – think leather coats, bold striped trousers and head-turning tops. Your holiday refresh is here.
JW PEI Orla handle bag in black, £130
2. JW PEI
You can never have too many bags, so why not add a premium bag from JW PEI into your collection? Coming in several styles, they strike the perfect balance between fashion and function.
3. HOUSE OF CB
Holiday style, meet House of CB. Trust us, those rivieria strolls and days spent by the coast will look even better in floral sundresses and milkmaid minis.
4. BO+TEE
Nothing beats activewear you can wear in and out of the gym. Bo+Tee’s co-ords come in a range of colours meaning there's a shade for every mood.
Boux Avenue thong in pink, £18
5. BOUX AVENUE
Lingerie and swimwear's what Boux Avenue's all about. With a range of cup sizes and prints, the brand is our go-to for everyday essentials and standout styles.
Frankies Bikinis X Bella Hadid bikini top, £84
Frankies understands that swimwear deserves to be statement too – you’ll find polka dot prints, crochet and western details all throughout the most-hyped Bella Hadid collab.
For Love & Lemons mini dress, £240
If we had to describe this brand in one word, it would be romantic. Their take on 50s Americana is unbelievably dreamy – think floral prints, lace hems and vintage-inspired lingerie.
BIMBA Y LOLA Chihuahua bag, £195
9. BIMBA Y LOLA
That fresh-off-the-runway, somewhat whimsical, always bold vibe is what defines BIMBA Y LOLA, because blending in isn’t their style. From faux-fur coats to premium bags, everything is designed to stand out.
Jimmy Fairly round sunglasses, £135
10. JIMMY FAIRLY
This new-to-ASOS brand offers top-quality sunglasses in striking frames for every face. Whether you're looking for round, cat-eye or oversized styles, best believe it has your summer shade situation sorted.
Umbro detachable wind jacket, £90
11. UMBRO
Festival season’s on the horizon, and Umbro should be part of your uniform. The iconic sportswear brand has even reimagined their old-school icons so you can stay exactly on theme.
DKNY sleep set in black marl, £79
13. DKNY
There’s nothing like a pamper night – fresh sheets, face mask, nostalgic rom-com, *and* don't forget the pretty PJs. DKNY’s hyper-femme loungewear sets are too cute not to cop.
En Route necklace in gold plated, £25
14. EN ROUTE
That’s right, the jewellery brand your FYP's loving is available on ASOS. Dress up your RSVP looks or everyday 'fits with gold-plated, sterling silver or even platinum-plated accessories.
Elie Saab Elixir Eau de Parfum, £95
15. ELIE SAAB
Fragrance enthusiasts will be pleased to hear we’ve got this iconic brand on-site. Freshen up your collection with Girl of Now, Le Parfum Bridal and the signature Elixir range.
French Connection FCUK jumper, £55
16. FRENCH CONNECTION
We’re filling our wardrobes up with modern staples from this iconic brand all season. Because nothing hits quite like the FCUK logo – Y2K nostalgia lovers, this one's for you.
House of Sunny quilted jacket, £200
17. HOUSE OF SUNNY
Clean lines and contemporary silhouettes? Say less. The Hackney-born brand’s collection of premium jackets and statement prints is definitely on our wishlist.
18. JUICY COUTURE
Juicy needs no introduction – the Y2K girls already know. But cute velour tracksuits aren’t all we’ve got – take a look at its range of underwear, accessories and tops too.
The Couture Club knit joggers, £75
19. THE COUTURE CLUB
Every SS25 wardrobe could do with some lightweight knits, tracksuits and accessories from this Manchester-based brand.
Obey Spirit logo t-shirt in blue, £45
20. OBEY
In case you didn’t know, the streetwear heat is here. Rooted in skate culture and punk, OBEY is for those who make their own rules.
The Ragged Priest knitted jumper, £75
22. THE RAGGED PRIEST
Not afraid to express yourself? Well, if grungey Shoreditch-core’s your cuppa, load up on statement knits, retro denim and out-there graphics c/o TRP.
Tyler McGillivary fawn top, £120
23. TYLER MCGILLIVARY
Wearable works of art, this way! Get summery with Tyler’s nature-inspired graphics and ultra-feminine 90s silhouettes. Carrie Bradshaw would love it here.
Murad Barrier Repair Cream, £69
24. MURAD
You already know their famous Multi-Vitamin Clear Coat SPF50, but this skincare brand's got a whole world of clinically-backed serums, moisturisers and cleansers to explore.
Lovisa Sterling silver necklace, £18.50
25. LOVISA
The jewellery brand you’re about to fall in love with is right here. Gold? Got it. Silver? They've got that too. Stack up in these must-haves and sparkle all season.
26. CAMILLE ROSE
What’s a bad hair day when you’ve got styling products from this influencer-loved haircare label? Go on, give your lockes a treat.
Skin1004 Centella Ampoule, £20
27. SKIN1004
Centella asiatica’s the ingredient to know RN, and SKIN1004 put it on the map. Whether it’s in toner, ampoule or SPF form, work in a few drops for a soothing and hydrating feel.
Mixsoon Bean Essence 50ml, £28
28. MIXSOON
Featuring a brand name meaning 'blend of purity', this K-beauty heavyweight’s all about natural ingredients that your skin will love.
Pictures: ASOS
29. MINGA LONDON
From a bathtub in East London to a major player in the grunge-meets-cyber fashion scene, Minga’s for the bold, brave and slightly bizarre.
30. GOOD FOR NOTHING
When you blend skater visuals, streetwear and workwear, you get the British-born Good For Nothing. Go on, find the styles you won’t want to take off.
