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I’ve Looked Everywhere And This ASOS Brand Is Where I’m Buying My AW18 Wardrobe

© ASOS

Prepare to lose your afternoon to some serious e-tail...

OK, I lied, it’s not quite a brand at ASOS, but ASOS itself. The e-com has rebranded its own line as ASOS Design, and while not much in terms of design has changed, it’s sure as hell a lot easier to navigate.

Choice, too much of it, in fact, is one of the worst parts of online shopping (after delayed deliveries and long-drawn-out refunds, of course). Retailers claim there’s something for everyone but one study from Columbia University showed that choice actually negatively impacts our shopping habits, which is good for our bank balance and bad for our wardrobe. With over 3,300 items in their ‘New In’ section alone, it’s no wonder so many of ASOS’ best items require hours worth of research to find.

Well, you can rely on Grazia, because I spent a whole afternoon browsing ASOS (I agree, it was a very sensible use of my time). I had a system - click by section and then tab anything that took my fancy without looking at price or designer. Sure, I was caught out by a few high balling items, but there was one overarching trend to my tabbed pieces, nearly all were from the ASOS Design section. Hot on trends and cool on prices, it’s just my cup of tea for fall. Here are the hero items I’m buying this winter...