Take a good look at the jeans Emma Fox is wearing.
What you see before you is the shape of things to come: the boyfriend jean. "The skinny jean is still the best performer, but our Asos boyfriend style, the Brady, is doing really well. Especially the ripped version," says Fox.
Much as she loves fashion, it isn't the catwalk that motivates the Asos customer as much as the invites on her mantelpiece (or, more likely these days, in her inbox). "Our woman is very occasion-led, and that means dresses. We have a range of vintage-inspired lace dresses that are doing phenomenally well." Once a beach holiday is booked, that means more dresses and a bikini or two. "We're having our best season ever on swimwear, and it's all about the mix-and-match bikini."
The arrival of festival season also brings its own looks. "This year, dungarees are looking like the major festival trend. Both traditional denim dungarees and pinafore-style dresses, which girls are buying with crop tops. And jumpsuits – printed this year – and lots of crochet."
Summer usually means colour, but in 2013 the minimalist movement has taken hold at Asos: "Clean white separates and all-white dresses are doing better than we would have expected."
Fox also sees the influence of minimalism in the bestselling summer sandals. "The gladiator sandal isn't selling like it was last summer. The sandals that are doing really well are the simple two-part styles, either flat or with a heel."
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