Backstage & Runway Gallery: ASOS SS13 at the Sydney Opera House
Includes Rachel Rutt and good dresses.
Last night at the Sydney Opera House, ASOS presented their new SS13 collection, which is available online now to Australia before the rest of the world. Virtual high-five.
Almost five hundred ASOS fans gathered for the three shows, which saw Rachel Rutt walk the runway. In our interview with ASOS earlier this week, Head of PR Annette Burke told us about one of the challenges that comes with the online retail environment: "we obviously don't have a brick and mortar store environment so we don't have the opportunity for things to jump out at people in the flesh; for the consumer to be able to touch and feel them." But the event last night brought about some next-level interactivity, with shoppers being able to really get a grasp of the products IRL. Mission accomplished.