Now in its eighth season, the ASOS Africa collection has gone from strength to strength. But whilst we always look forward to the bold prints and fashion-forward shapes when they drop online, it's the human story behind the ethical label's rise that makes ASOS Africa such a success.
Made by SOKO, a Kenyan clothing workshop that provides safe and fair employment for (predominantly female) communities in the country, the team working on ASOS Africa has now grown from four to forty five, with ASOS setting up a charity that donates funds to match proceeds from sales to build a bigger workshop and provide free lunch and childcare to employees.
The ethical backstory has attracted celebrity fans like Michelle Obama (who has worn ASOS Africa multiple times including during an interview with Oprah at the White House) - but what can we expect from this season's collection? Looking to the Kenyan Masai tribes and their Masai Shuka fabrics, A/W 13 is a mash up of three variations of plaid and a leopard-print jacquard - seen on sporty sweatshirts, pencil skirts and pinafore dresses. The collection drops on Monday 21st October - start planning your purchases with a sneak peek at the collection below.
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