A rather fabulous opportunity extended by ASOS in December 2011 has resulted in the second year students from University of Westminster BA (Hons) Fashion Design and BA (Hons) Fashion Buying Management courses creating ten High Summer 2012 collections for ASOS Marketplace. In case you’re not familiar with this aspect of ASOS, the Marketplace buys and sells new, pre-owned and vintage fashion online.

The project, which is an industry first, offered second year students the opportunity to produce ten new capsule branded collections for High Summer 2012. These will be available to buy on ASOS Marketplace from 1 June 2012.

Following a briefing from ASOS Marketplace in December 2011, students were asked to choose womenswear, menswear or accessories. The ten student groups then worked on their concept, the business plan and brand positioning which included producing inspiration mood boards, a customer profile or muse, an outline of their range plan and the final collection of eight to ten garments.

Andrew Groves, course director of the University of Westminster’s BA (Hons) Fashion Design, said: ‘In the highly competitive fashion industry, our collaboration with ASOS Marketplace is a fantastic opportunity for our students to gain real life experience of having to marry the dynamic creative process with professional, business and commercial decision making. We are the first to have developed such a project which has been, without doubt, an invaluable learning experience for our students.’

Katie Oldham, senior marketplace manager at ASOS Marketplace, said: ‘We’ve been astounded by the quality and creativity of the collections created by the students. The design talent we’ve seen has been first rate, and combined with well-thought customer-centric business and marketing plans we are excited to see the ten unique collections launch and sell on the site.’

Proving yet again that you learn so much more when you’re put to the test. Remembering my own time at college, it was very easy to get lost in week-long reveries of not doing all that much concrete work (plenty of talking about how ‘hard’ you were working over cups of tea in the canteen though), whereas a challenge like this made you realize how different life after college is. In real, working life you get mere days to turn around a project you’d have spent many weeks faffing over at college!

Great as well seeing a brand like ASOS taking a chance on an experiment like this – benefiting both the students and the consumers who get a chance to purchase something unique.

High Summer 2012 collections produced by the HAUS group, which was made up of Andrew Groves, Georgina Atkinson, Emma Charles, Rachel Raheja and Anjini Maxwell, for ASOS Marketplace.

All images | Photography by Daniel Fraser. Model Amy McDonald. Copyright © 2012 University of Westminster.

Words Anna Bang


Andrew Groves, anna bang, ASOS Marketplace, University of Westminster,