ASOS lovers/browsers/lurkers might have noticed that there's been change ahoy at ASOS and since I seem to have some sort of odd obession with their rebranding process because I did a quite lengthly post on one of their previous stages of reincarnation/reinvigoration a while back I feel dutybound to continue my fascination. 

Clearly, they have rid themselves of the box of 'cheap, celeb-inspired, knock-off' fashion judging by the range of labels they now stock but to take it that step further, it seems they have some cleverclogs working behind the scenes on the 'Get ASOS some cool' strategy. 

So we have a new logo.  We have some campaign imagery that has...
A lo-fi-ish Juergen Teller-style lighting.
A purposely ramshacke backdrop of rails and studio suggesting the cool vibes of models backstage at shows.
Some randomly placed polaroids, again suggestive of a model casting and polaroids being what they are, lend a certain air of nonchalence.
Casual poses and nothing too staged from the models.

All in all, a 'Get cool' formula that works by impressing the gals who previously might have looked at ASOS with disdain and doth protested at the 'cheap' feeling of everything.  Just add an Au Revoir Simone track in the background of the womenswear site and a style profile Q&A from Clemence Poesy and the makeover shall be complete...

On a less cynical and skeptical note, ASOS are selling the Jonathan Saunders for Gola shoe collaboration which gives both myself and the boyf some subtle high-top options...