Since ASOS began free shipping to Australia a couple of years ago, I must have embraced a new package in from the post about once a month. Honestly, I've learnt to hide the iconic grey bags from my housemates so they don't think I need therapy.
Clearly I'm not alone here, though — Australia is the online giant's second largest market, behind only its home country, the UK. So it made sense for the retailer to establish a local office in Sydney, and launch it with a seasonally appropriate collection for summer, a whole four weeks ahead of the rest of the world.
Along with a couple of dozen other Australian bloggers, I was thrilled to attend the collection launch in Sydney, to preview the new threads and meet the wonderful team. Australia, you've got something good coming your way: shop it first on Monday.
Gorgeous food and setting at The Sailors Club, Rose Bay
Lana Guineay, blogger and ASOS editor talks to Pheobe
Right: Hey gurl, you made New Balance sneeks look good. Well done.
Outfit posts from Sydney to come!