WSL Desk
AJIO, Reliance Industries’ fashion platform, has teamed up with Lakmē Fashion Week (LFW) to introduce the much-anticipated ASOS transition line, exclusively available in India on AJIO. This collaboration strengthens AJIO’s mission to bring global fashion trends to Indian consumers, the Reliance-owned brand said in a statement on March 29.
At the fashion show, A Summer of Style (ASOS), the brand unveiled a diverse collection featuring shirts, trousers, skirts, dresses, and co-ord sets, reflecting a blend of contemporary and effortless fashion. Bollywood stars Tara Sutaria and Veer Pahariya walked as showstoppers, epitomising ASOS’ bold yet breezy aesthetic. ASOS is a UK-based fashion retailer that launched in India last August exclusively on AJIO.
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“Fashion is about confidence, individuality, and ease—everything ASOS stands for,” said Tara Sutaria. “A Summer of Style (ASOS) at Lakmē Fashion Week with AJIO is a fabulous experience.” Veer Pahariya echoed the sentiment, adding, “ASOS has always pushed fashion boundaries, and this collection is no different.”
The ASOS transition line presented three distinct collections:
Botanical Garden/Resort – A breezy, nature-inspired collection for summer getaways.
Pastel Stories – A dreamy palette of soft hues for effortless elegance.
Monochrome – A striking black-and-white collection for contemporary minimalists.
Speaking on the collaboration, Vineeth Nair, CEO of AJIO, said, “AJIO has always been at the forefront of bringing global fashion to Indian consumers, and ASOS’ transition line is a testament to our commitment to trend-forward, accessible fashion.”
Michelle Wilson, Managing Director of Wholesale at ASOS, added, “India continues to be an exciting market for ASOS, and our exclusive partnership with AJIO has helped us reach a growing audience of fashion-forward consumers.”
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Following the showcase, AJIO and ASOS hosted an exclusive stakeholder event, offering an insider preview of the collection while engaging with industry leaders and brand representatives.
