As boho and festival searches soar, ASOS adds premium brand Muse Assembly to its line-up

ASOS continues its busy new-brands rollout with the online fashion giant now launching Muse Assembly, a contemporary womenswear label “designed for modern, occasion dressing.”

Launching globally with 26 pieces, the debut drop is described as an “elevated day-to-night wardrobe” of dresses and co-ords “built around refined romantic silhouettes, premium [fabrics] and thoughtful detail.”

“Hero” products include a tiered ruffle maxi dress in sunlit yellow and a ruffle mini dress in vibrant green, “made to be styled, restyled and worn season after season.”

We’re told Muse Assembly is all about “effortless, considered pieces that feel directional without feeling overdone. Designed in-house, each collection balances polished proportions with premium fabrics and meticulous finishing, with a focus on higher-quality materials including recycled and organic fibres”.

Shazmeen Malik, Brands director at ASOS, said: “Our role… is to bring key  trends to life through the curation of brands we offer and how we style them. We know that Muse Assembly is another brand our customer will love because of its contemporary take on boho, with pieces she can wear on repeat.”

It comes as the company has seen searches for ‘Boho’ rise 23% from March to April, while ‘Festival’ searches increased 70% over the same period, with Malik saying those numbers give it confidence in this latest launch.