Sorry ’90s fashion, the ’80s are now back in a major way, thanks to one of your favorite British fast-fashion brands.
ASOS and MTV (which launched in 1981) announced a new, totally gnarly collaboration this week. The limited-edition capsule collection, which launched Friday (June 23) on ASOS’ website, consists of 20 pieces of clothing for both men and women with designs, styles, and colors influenced by the ’80s—think lots of neon colors, animal print, distressed denim, and MTV logos splashed all over the collection. All of the pieces range in price from £5 to £55 (about $6 to $70 in USD) and include items like a multicolored windbreaker, a pink leopard-print sweater with black and lime green sleeves and even a lace-up, brightly colored one-piece swimsuit with the MTV logo covering the front.
“It felt like a natural fit, especially as we are so excited about the ’80s streetwear trend,” ASOS Head of Design Sian Ryan told WWD. “Because MTV began in the ’80s, 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 ’80s decade provided so much great inspiration for graphics, print, and color.”
Kerry Taylor, chief marketing officer at Viacom International Media Networks and senior vice president of Youth & Music at MTV International, also spoke to WWD about the amazing collab. “MTV and ASOS share a young, irreverent spirit, making this collaboration a no-brainer,” she said. “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.”
MTV is also happy to partner up with ASOS since an internet marketing firm revealed last week that the British fashion retailer’s website is the most visited online store in the world, due in large part to its broad social media presence. The researchers told WWD that they found that “social media channels can be useful for [fashion apparel] retailers. In fashion marketing, using different channels allows brands to connect with niche audiences and diverse demographics.”
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