ASOS

Since 2022 · asos.com

ASOS Design is a leading high street fashion label, known for its trend-led approach to womenswear and its ability to bring current fashion to an accessible price point.

The ASOS Design eveningwear department focuses on fashion-forward occasion pieces, combining statement silhouettes, considered detailing and more elevated finishes with the commercial demands of high street fashion. The collections are designed to feel exciting and directional while remaining accessible, with careful consideration given to design, construction and wearability.

Model wearing the structured bandeau mini dress with deep pleated skirt in floral jacquard by ASOS Design, photographed in a studio setting. The image is zoomed in to highlight the detail and construction of the corset-style bodice. The floral jacquard bodice features a structured bandeau neckline, internal boning and shaped corset panelling, creating definition and support through the waist and bust. A pinched pleat bra cup detail adds texture and further definition through the bust, contrasting with the clean waist shaping of the corset. Iole developed the pattern as the creative pattern cutter, working through the corset construction, boning, bust shaping and draped hip detail, including developing the exaggerated hip shape through draping on the stand.

Structured Bandeau Mini Dress

On this deep pleated skirt in floral jacquard, Iole developed the structured corset bodice and working through the fit and proportions, including draping the exaggerated hip detail on the stand. Particular attention was given to the internal boning and corset panelling, creating structure and support through the bodice.

The draped hip detail was carefully developed to introduce softness and shape through the waist and hip, balancing the structured bodice with the volume of the deep pleated skirt. A pinched pleat bra cup feature contrasted with the clean waist shaping of the corset, adding further definition through the bust.

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Model wearing the textured fringe plunge backless halter maxi dress by ASOS Design, photographed in a studio setting. The contemporary eveningwear dress features a plunge halterneck, fitted silhouette and open back, creating an elongated and striking maxi shape. Textured fringe detailing covers the dress, adding movement and dimension across the silhouette. The plunge neckline and backless construction create a strong contrast between the more covered front and exposed back. Iole developed the digital pattern as the creative pattern cutter, working through the fit, proportions, plunge halterneck and open back to create the intended silhouette.

Textured fringe plunge backless halter maxi dress

Iole worked as the creative pattern cutter, developing the contemporary silhouette and working through the proportions of the eveningwear style. Particular attention was given to the plunge halter neck and open back, carefully balancing the front neckline with the exposed back to create a strong, considered silhouette.

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Model wearing the off shoulder mini dress with manipulated front detailing by ASOS Design, photographed in a studio setting. The buttermilk dress is made from a structured scuba-style fabric and features an off shoulder neckline, fitted bodice and clean A-line mini skirt. The front bodice has sculptural manipulated fabric detailing, creating folds and shaping across the bust and waist. The structured fabric helps to hold the defined shape of the bodice and clean lines of the skirt. Iole developed the pattern as the creative pattern cutter, working through the off shoulder neckline, manipulated front detailing, fit and proportions of the dress.

Off shoulder mini dress

Iole worked as the creative pattern cutter on this dress with manipulated front detailing, developing the structured silhouette and working through the fit and proportions of the dress.

Particular attention was given to the manipulated front detailing, initially draping the shape on the stand before digitising the pattern and developing the creative pattern digitally ready for the first creative sample.

The fabric shaping was developed to create a sculptural feature through the bodice while maintaining the clean lines of the A-line skirt.

The off shoulder neckline was carefully developed to sit cleanly across the shoulders and balance the structured shape of the scuba-style fabric.

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Model wearing the premium metallic one shoulder maxi dress by ASOS Design, photographed against a solid grey studio background. The gold metallic floor-length dress features an asymmetric one shoulder neckline with a gold metal trim at the right-hand side of the neck. The bodice has soft draping across the front and back, creating a wraparound cowl effect that flows around the body. The dress features a high thigh slit on the left side and a slight train that pools at the floor, creating an elongated red carpet eveningwear silhouette. The metallic fabric catches the light across the draped bodice and flowing maxi length. Iole developed the pattern as the creative pattern cutter, working through the fit, proportions and draped bodice, including developing the wraparound cowl through draping on the stand.

Metallic one shoulder maxi dress

Iole worked as the creative pattern cutter, developing the silhouette and working through the fit and proportions of the floor length style. The bodice was draped on the stand to develop the soft drape through the front and across the back, creating a wraparound cowl effect that formed the key feature of the dress.

Particular attention was given to how the drape flowed around the body and into the asymmetric one shoulder neckline, balancing the fluidity of the bodice with the clean, elongated silhouette of the maxi length.

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Model wearing the structured mini dress with scrunched Bardot neckline by ASOS Design, photographed against a plain off-white studio background. The avocado green scuba-style dress has a structured strapless bandeau bodice with dramatic, voluminous draping and gathered folds across the neckline created with engineered darts. The sculptural draping creates volume and texture across the upper body while the structured fabric maintains the clean shape of the mini silhouette. The model wears her dark hair pulled back into a sleek bun with small chunky gold hoop earrings. Iole developed the pattern as the creative pattern cutter, working through the fit, proportions and structured bodice, including developing the scrunched bardot neckline.

Structured mini dress with scrunched bardot neckline

Iole worked as the creative pattern cutter, developing the structured silhouette and working through the fit and proportions of the dress. Particular attention was given to the scrunched Bardot neckline, developing the gathered shaping to create volume across the upper body while maintaining a clean and structured fit.

The scuba-style fabric was considered throughout the pattern development, using its weight and stretch to support the sculptural shape of the bodice and frill hem.

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Model wearing the asymmetric one shoulder maxi dress by ASOS Design, photographed against a minimalist grey studio background. The mustard yellow jersey dress features a one shoulder neckline with draped ruching across the bodice and a single long, cape-like split sleeve. The fitted floor length skirt follows the body through the waist and hip, with gathered shaping creating soft movement and volume across the upper body. The fluid draping is balanced with the close fitting silhouette, creating an elongated eveningwear and red carpet shape. Iole developed the pattern by draping on the stand before digitising it as the creative pattern cutter, working through the fit, proportions and fluid silhouette, including developing the asymmetric neckline, draped back and ruched shaping.

Asymmetric one sleeve maxi dress with draped back

Iole worked as the creative pattern cutter, developing the fluid silhouette and working through the fit and proportions of the floor length style.

Particular attention was given to the asymmetric one shoulder neckline and sculptural draped back, developing the pattern to create soft movement and volume across the upper body.

The draped detail was carefully balanced with the close fitting silhouette and ruched shaping through the waist and hip, creating an elongated eveningwear shape that works with the fluidity of the jersey fabric.

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Model wearing the draped structured midi dress with split in blue by ASOS Design, photographed against a plain off-white studio background. The light blue sleeveless dress features a draped blouson-style bodice with asymmetric pleated detailing through the hip, creating soft volume and movement across the body. The fitted midi skirt follows the figure and is finished with a side split, balancing the fluid draping of the bodice with a clean, elongated silhouette. The model wears gold ankle-strap high-heeled sandals, with her long dark hair styled straight and parted down the middle. Iole developed the pattern as the creative pattern cutter, working through the fit, proportions, draped bodice and asymmetric pleated hip detail. Digitally pattern cut using Vetigraph CAD Pattern cutting software.

Draped midi dress

Iole worked as the creative pattern cutter, developing the fluid silhouette and working through the fit and proportions of the midi length.

Particular attention was given to the draped blouson-style bodice and asymmetric pleated hip detail, creating controlled volume and movement while balancing the structured shaping with the soft drape of the jersey fabric.

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A model wears a dark blue, floor-length jersey maxi dress in a studio against a crisp white background. The dress features a high draped neckline with softly gathered fabric through the bodice, subtle gathering at the fitted waist, and long voluminous blouson sleeves gathered at the wrists. The fluid silhouette falls to the floor, creating a modest full length shape. The garment was draped on the stand before being digitised into Vetigraph, a CAD digital pattern cutting software.

Modest draped jersey maxi dress

Iole worked as the creative pattern cutter, developing the fluid, full length silhouette and working through the fit and proportions of the relaxed maxi shape.

Particular attention was given to the draped neckline and gathered shaping through the bodice, creating soft folds while maintaining a more covered silhouette.

The voluminous sleeves were developed with gathered cuffs and controlled shaping through the waist, balancing ease and movement with the overall fluid proportions of the dress.

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A model wears an ASOS EDITIONS structured mini dress with a bold abstract graphic print in pink, yellow, peach and orange, photographed against a plain white studio background. The dress features a V-neckline, fitted waist, voluminous short sleeves and a structured, flared mini skirt. The pleated pattern cutting creates shape and volume through the body and skirt.

Structured mini dress

Iole worked on this dress, developing the pleated pattern cutting to create shape and volume through the body.

The pleats were carefully worked into the pattern to sit naturally within the silhouette, with the V-neckline and short sleeves balancing the overall shape.

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Model wearing the structured volume bandeau maxi dress by ASOS DESIGN in a studio setting. The black scuba dress features a clean strapless bandeau neckline, fitted bodice with vertical seam detailing and a dramatic, voluminous A line skirt that expands from the waist into an architectural floor length shape. The weight and structure of the scuba fabric help hold the sculpted volume of the skirt while the shaped bodice creates a clean, secure fit. Iole developed the pattern as the creative pattern cutter, carefully engineering the bodice, seam placement and skirt volume to achieve the structured silhouette

Structured volume bandeau maxi dress

Shaping the strapless bodice and building the dramatic cocoon volume through the skirt. The pattern was engineered around the scuba fabric, using its weight and stretch to support the sculptural shape while maintaining a clean, secure fit through the bodice.

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A model wears a pale pink structured mini dress against a plain studio background. The dress features a curved fitted bodice with an internal corset structure, a defined waist, short sleeves and a voluminous bow detail at the front. The structured silhouette creates a clean, sculpted shape through the body and skirt.

Structured mini dress

Engineering the curved bodice and internal corset to create and support the desired shape. The style was then toiled in CLO3D to refine the proportions and as part of the product development process.

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A model wears a fitted floor-length dress in an abstract watercolour print of terracotta orange, muted sage green and lavender. The dress features a dramatic asymmetric off-shoulder neckline with a draped overlay across the chest and subtle ruching through the bodice. Foam tubing is inserted into the neckline to create a raised, sculptural edge.

Asymmetric off-shoulder midi dress

Pattern development, incorporating the neckline tubing and subtle waist pleats to create a flattering, clean silhouette.

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A model wears a light sage green, floor-length maxi dress against a minimalist off-white studio background. The sleeveless dress features structured pleated shoulders, a clean boat neckline and a softly draped bodice with a central seam. Sculptural pleating creates defined shaping through the bodice and shoulder, while the slim column silhouette falls to the ankles with a high front slit.

Ruched waist maxi dress

Iole used sculptural pleating to build shape through the bodice and structured shoulder. The controlled pleats were carefully shaped to hold the defined, sculptural form.

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