Once upon a time—long, long, long ago—ASOS was entirely built upon the premise that it provided celebrity-inspired fashion. It was, as you may recall, named because of the aim to have clothes "As Seen on Screen," and the virtual shelves were stocked with the kind of body-con dresses major celebs in the early 2000s favoured. You'd find the kind of pieces Paris Hilton and Nicole Richie wore on repeat, and that seems hard to remember these days when ASOS is known as the online go-to for directional, affordable fashion. Not only has their stable of in-house brands grown to impressive, fashion editor–approved proportions, but there are so many extra labels featured on site. It's basically unheard of to hop onto ASOS.com and come away empty-handed: You can find everything from Bershka (a sister label to Zara) through to adventurous, catwalk-worthy creations via ASOS White.
You'll also find that the kind of high-profile women wearing ASOS has also changed. Up-and-coming musicians or It girls who are celebrated for body positivity and diversity are just a small slice of the new guard this store caters for. And they're choosing the best bits, of course, so we've put some research time to find who's wearing what to offer you some shopping guidance. Keep reading to see what celebrities are buying from ASOS right now.
#1. VINYL COATS
For fashion week, model, documentary maker and body image activist Naomi Shimada chose ASOS's red vinyl Trench Coat (£48), which has been so popular there are even more colour options.
#2. MEN'S SPORTSWEAR
#3. CURVE DRESSES
#4. CROP TOPS
#5. BRIGHT KNITS