About two years ago I was discussing online shopping with a colleague (what else is there to talk about?), and she told me that she only shops at ASOS because the shipping and returns are free and the pieces are trendy without being expensive. I looked at her quizzically; I had never heard of the site.
I ran to my computer as fast as my feet could take me and found a shopper's nirvana: Topshop-like clothes at H&M prices. The British site is bountiful -- they offer just about every category under the sun, including a marketplace where you can buy and sell vintage. The in-house label is perfectly on-trend, while the prices are delightfully wallet-friendly. They also sell more expensive brands: Vanessa Bruno, Preen Line, Wolford tights (cheaper than anywhere else!) and Grenson mens' shoes are just a few. Bonus: the fact that it's an England-based company means that not every girl on the street is in their wares.
The site has some very famous fans, including the master of mixing high and low: Michelle Obama. As if that weren't enough to get us clicking, the site has a charitable aspect: according to the site "ASOS Africa is now in its third season and the clothing is created out of hand-woven fabric made in Mombasa, Kenya." Portions of the sales are donated to "support the work of SOKO (a workshop dedicated to developing a sustainable and long term solution to the economic problems in the Kenyan community)."
Check out our gallery of stars spotted in ASOS and get shopping.