The Business Bytes
THEBUSINESSBYTES BUREAU
MUMBAI, MARCH 29, 2025
AJIO, India’s leading fashion and lifestyle platform, has joined hands with Lakmē Fashion Week (LFW) to present the much-anticipated ASOS transition line, marking its exclusive arrival in India through AJIO. This collaboration underscores AJIO’s ongoing commitment to delivering global fashion to Indian consumers, providing them with direct access to cutting-edge international styles.
The highly awaited fashion show, A Summer of Style, unveiled ASOS’ latest transition line, a vibrant and eclectic mix of shirts, trousers, skirts, dresses, and co-ord sets designed to epitomize contemporary fashion with effortless charm. The runway came alive with Bollywood stars Tara Sutaria and Veer Pahariya as showstoppers, exuding ASOS’ signature aesthetic of bold yet breezy fashion.
“Fashion is all about confidence, individuality, and ease – which is exactly what ASOS represents. Walking as a showstopper at LFW has always been special, and this year’s A Summer of Style with AJIO is no different. The collection is a perfect blend of global trends and modern Indian sensibilities,” said Tara Sutaria.
LFW 2025
Echoing her sentiments, Veer Pahariya shared, “ASOS has always been at the forefront of fashion innovation, and this collection continues that legacy. Walking for A Summer of Style was an exhilarating experience, and I can’t wait for fashion enthusiasts to explore these looks on AJIO.”
The ASOS transition line showcased three distinct collections, each catering to diverse style preferences. The Botanical Garden/Resort collection featured breezy, nature-inspired ensembles ideal for summer getaways. Pastel Stories embraced a dreamy palette of soft hues, exuding effortless elegance, while the Monochrome collection delivered a bold interplay of black and white, tailored for contemporary minimalists.
Vineeth Nair, CEO of AJIO, highlighted the significance of this partnership, saying, “We are proud to collaborate with Lakmē Fashion Week to introduce ASOS’ latest collection in India. At AJIO, our mission has always been to bring global fashion to Indian consumers, and the ASOS transition line reaffirms our commitment to offering trend-forward, accessible fashion.”
Michelle Wilson, Managing Director of Wholesale at ASOS, expressed her enthusiasm about the Indian market, saying, “India remains an exciting landscape for ASOS, and our exclusive partnership with AJIO has allowed us to connect with a growing base of fashion-conscious consumers. The response has been phenomenal, and we are thrilled to have showcased our transition line at Lakmē Fashion Week, bringing fresh global trends to India.”
Following the runway showcase, AJIO and ASOS hosted an exclusive stakeholder event, offering industry leaders and brand representatives a closer look at the collection and an opportunity to engage with the creative forces behind the designs.
