Online fashion retailer ASOS have collaborated with cult East London label House of Hackney. The interiors-led fashion brand prides itself on prints that are steeped in tradition, but its bold non-conformism and connection with the label’s Hackney surrounds ensure each collection says something modern. “Dalston Tart”, the new 18-piece collection for ASOS, mixes House of Hackney’s signature London Rose print with the punk sensibility of tartan, keeping silhouettes youthful and minimalist.
Velvet fabrications in the deepest of claret feature across cropped dungarees, sweatshirts and midi-dresses, exemplifying the grungy Dalston-girl aesthetic of this winter collection. Tartan designs are enlarged and printed onto neoprene, a modern fabric alternative. Highlights of luxurious brushed wool in poppy red tartan evoke a more traditional British mood across longline biker jackets and extra-long scarves.
House of Hackney’s London Rose print is instantly recognisable, splashed across oversized, drop-waisted silk shirt dresses and luxe-jersey t-shirts, deliberately clashing with tartan print finishes on collars, hems and cuff. House of Hackney x ASOS is available exclusively at ASOS now.
Frieda Gormley, House of Hackney founder, says: “As a London-based label we are really passionate about our surroundings and are always inspired by East London. The girls of Dalston in particular were a continuous inspiration behind all of the designs created and this felt really relevant for the ASOS girl also.”
Emma Fox, ASOS WW Buying Director, says: “It is great for ASOS to work with British label House of Hackney. Collaborating on this collection has been so much fun and it felt like such a natural fit for ASOS – House of Hackney’s handwriting is perfect for the ASOS girl.”
Buy the House of Hackney x ASOS collection
here.
