ALL ABOUT THE EIGHTIES: Asos has teamed with MTV on a capsule range for women and men that launches on June 23. The collaboration came about as music-video channel and the British online retailer share the same demographic and appeal to the twentysomething market.
“It felt like a natural fit,” said Sian Ryan, Asos head of design. “Especially as we are so excited about the Eighties streetwear trend. As MTV began in the Eighties this was a great era to draw from, taking inspiration from this time of incredible change in both music and pop culture. It was exciting to be able to create a credible fashion range that wasn’t just your typical T-shirt collaboration. The collection includes so many statement pieces and the Eighties decade provided so much great inspiration for graphics, print and color.”
The Asos x MTV 20-piece limited-edition range consists of outerwear, shirts, dresses, jeans, pants, swimwear and accessories. The collection takes cues from Eighties-style elements and references from the era including bold graphic prints and logos, fluorescent neon hues, track suits and fanny packs. For men’s, there was a denim jacket covered in patches along with an enlarged MTV logo, while a graffiti print was adorned on a T-shirt, knit and tracksuit. Meanwhile for women, a pink leopard print appeared on dresses and one-piece bathing suit. Accessories include beanies, fanny packs, sneakers, socks and a handbag. Prices range from 5 pounds for a pair of socks to 55 pounds for a denim jacket. It will be sold on Asos.com.
“MTV and Asos share a young, irreverent spirit, making this collaboration a no-brainer,” said Kerry Taylor, chief marketing officer at Viacom International Media Networks and senior vice president of Youth & Music at MTV International. “Creating this fresh new collection was so much fun for our brands, and we hope our audience loves the items as much as we do. We’re excited to see how our fans will rock the looks. I’m already all about the denim jacket.”