ASOS, the global fashion retailer, unveiled its latest venture into the premium fashion market with the launch of Arrange, a new womenswear brand available exclusively on ASOS.com. The London-born, women-led label aims to offer a ‘unique take on elevated dressing’, blending directional design with a feminine edge.
Arrange presents a capsule collection of standout occasion dresses and luxe essentials, each designed and pattern-cut in-house from premium materials. The collection features signature design elements such as oversized paillettes, hand-painted prints, bold colours, and experimental silhouettes.
It’s interesting that the launch comes at the same time as rival Boohoo Group relaunches and rebrands PrettyLittleThing, which is also emphasising luxury and elevation. This simultaneous shift suggests a broader industry trend: retailers traditionally linked to disposable, trend-driven fashion are repositioning themselves within a more aspirational, value-driven market.
Prices of Arrange certainly reflect. While not at luxury levels, they’re far from the ‘buy it in every colour and wear it just a few times’ pricing of fast fashion’s heyday. For instance, a chiffon pleat maxi dress is £160, a cutwork dress is £180, an embellished halter top is £120, a geo sequin dress is £250, a barrel jean is £65, leather city shorts are £150, a blazer is £120, and a knot detail T-shirt is £35.
Image credit: Asos / Arrange
“We’re really excited to be the exclusive launch partner for ARRANGE, continuing our commitment to giving ASOS customers the best in fashion,” said Vanessa Spence, Executive Vice President, Brand & Creative at ASOS. The designers’ passion for this premium brand shines through in the level of detail and craftsmanship in the collection. Our customers are going to love what ARRANGE has to offer.”
The introduction of Arrange comes at a pivotal time for ASOS, as the company seeks to diversify its offerings and appeal to a broader audience. In recent years, ASOS has faced challenges, including declining revenues and the need for a strategic transformation. The launch of this premium brand represents a significant step in ASOS’s efforts to revitalise its market position and cater to consumers seeking elevated fashion options.
By combining high-quality materials, inclusive sizing, and contemporary design, Arrange positions itself as a compelling choice for fashion-forward individuals looking for premium yet accessible clothing options. The brand’s focus on craftsmanship and unique design details reflects ASOS’s commitment to meeting the evolving demands of its diverse customer base.
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Main image credit: ASOS / Arrange
