Online fashion retailer ASOS has unveiled its new-to-market womenswear label As You, which it says responds to its younger consumers. 

Launched today (26 October), As You is a stand-alone brand with the backing of Asos and comprises more than 100 pieces including casual and evening wear. It is specifically aimed at Millennials, otherwise known as ‘GenMe.’

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It debuts as part of the Asos exclusive brand portfolio, which also includes Collusion and Reclaimed Vintage.

Nikki Tattersall, womenswear buying director at Asos, says: “Our focus has been to create a versatile collection that encapsulates both on and off duty glam, reflecting the reality of how our customers are living their lives right now.”

The launch comes less than two weeks after Asos announced it would be launching a new own-label brand at a typically lower price point to broaden its appeal to a wider range of consumers and “meet a gap in our portfolio for lower-priced fashion-forward product.”

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The announcement came as the retailer said it has emerged from the financial year as a stronger, more resilient and agile business and is well-positioned for the uncertain landscape ahead amid a GBP109m surge in profit. 

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Earlier this month, Asos signed the Anti-Slavery International Charter, committing to help eradicate slavery, forced labour, and child labour in fashion supply chains. 

It has also recently launched its first circular fashion collection, building on a commitment announced two years ago to train all of its designers on circular design by 2020.