Why ASOS is betting on Aussie fashion brands
ASOS is making a big play on Australian labels, this time, launching the cult brand I.AM.GIA. This marks the latest move in the online retailer's strategy to scale third-party partnerships that tap into viral fashion moments.
ASOS is the first UK and European wholesaler for I.AM.GIA, a brand with more than 1.4 million Instagram followers, a celebrity fanbase including Charlie XCX and a track record of creating sell-out collections.
I.AM.GIA joins its sister brand Tiger Mist, alongside other Australian names already live on the platform such as Princess Polly, VRG Girl and Lioness. Taken together, the edit signals that ASOS is increasingly looking down under to tap into the social-media-ready fashion its 20-something customers crave.
Founded in 2017 by Alana Pallister, I.AM.GIA became a pop-culture fixture almost overnight thanks to bold silhouettes, statement fabrics and clever drops like the Blare Collection - now available on ASOS in seven colourways. Think velour tracksuits and night-out numbers reminiscent of the early 2000s. In 2019, I.AM.GIA moved its headquarters to Los Angeles.
Shazmeen Malik, Brands Director at ASOS, said: "I.AM.GIA is a brand we’ve admired for a long time, so we’re thrilled to be their first UK and European wholesaler.
"Its fearless aesthetic and cult appeal make it a natural fit for our customers and we can’t wait to see how they respond to this collection."
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For ASOS, the value is two-fold. These labels arrive with highly engaged audiences and global momentum, but still benefit from the reach and infrastructure ASOS can provide in Europe.
The model echoes its approach with House of CB, the occasionwear brand it onboarded earlier this year, and adds to a growing roster that blends its own brands, such as ASOS Design, Arrange and Collusion.
The appeal of Australian brands is clear. They bring confident, party-ready collections that plug directly into ASOS’s strategy of becoming the go-to destination for 20-somethings.
It also reflects a wider shift in the UK market, where Australian fashion is gaining momentum. Labels such as DISSH, Camilla and Marc and Venroy are carving out growing demand from British consumers seeking pieces that bridge the gap between fast and luxury fashion.
