ASOS is groundbreaking for many reasons. For starters, it revolutionised the way we shop for affordable pieces online. It’s also given us incredible access to more vintage and niche brands we might not have seen otherwise. Back in 2010, when the brand launched its own plus-size range, Curve, the online retailer made a real difference to the market by catering to a demand for bigger sizes.
While many competitors trotted out middle-of-the-range basics that inspired no one, ASOS knew its customers wanted more. The Curve side of the brand now creates great directional pieces as well as more basic wardrobe staples. For example, instead of just the one black dress on offer, there are more than 50 styles in the range to choose from, whether that's a pretty broderie-anglaise frock to a shirred dress, there's one to suit every different kind of taste. That feels like more than a step in the right direction.
Of course, all this choice gives us another dilemma: Where do you start to find all the best pieces when there's just so much good stuff available? While it's a great problem to have, it can be daunting trying to shop it no matter what size you are. Happily, we chatted with ASOS Curve’s chic brand ambassadors to talk us through how to shop the line, and of course, they told us the pieces they’re shopping this season too. Keep scrolling for everything you need to know about shopping ASOS Curve, our guide to the insiders, and shop our curve brands edit.
“My best advice is to always be up-to-date. I check the ‘new in’ page regularly, so I always see the latest trends before they’re sold out. And my best fitting advice would be to check the model’s size and height, which is shown in the description box. That makes it easier to find your perfect fit.
“A simple shirtdress, a cute little flower dress with long sleeves, a body-con dress and a mid length dress are my essentials right now. Simply pair them with some boots or over-the-knees and a leather jacket. Finally, denim is still one of my favourites. I’m so happy to always find new styles on ASOS Curve that actually fit.”—Charlotte Kurt
“My best advice for how to shop on ASOS Curve is to step out of your comfort zone! ASOS Curve is one of the only places I can count on to have innovative pieces for plus-size people, so when I shop, I never hold back and will always try something different.”—Jazzmyne Jay
“Download the app onto your smartphone. That’s one of the best pieces of advice for shopping the Curve collection. Just like that, you’re instantly aware of the new drops and hot pieces. I also find that entering my personal data onto my account—such as my size, weight and measurements—means shopping is simplified. I always have a suggestion for the right size with each piece I like.”—Lalaa Misaki
“Some brands play it safe when it comes to plus-size lines, but ASOS Curve creates pieces that are interesting and on trend, allowing for plus-size women to be as creative with their fashion and style as straight-size girls. My first tip for finding pieces is knowing what works for your style. I love to wear statement pieces, so I often filter by colour and, of course, regularly check the ‘new in’ option.
“I have learnt what fabrics and styles personally work with me, so when shopping, I’m always mindful of that. The videos are really helpful in seeing what the clothes will look like with movement, which is incredibly useful. My top three items would be a sports dress, pretty tea dress and a trench. These are all styles I wouldn’t usually be able to find within in a curve range, so it’s exciting that they’re coming up.”—Callie Thorpe
Why follow: If you're more into your basics, then Bianca is ideal to follow. Whether that's where to find the best white shirt to match leather trousers or a great black dress, you won't be short of ideas.