ASOS has some surprisingly stellar PR.
The beloved brand has repeatedly received online praise for their inclusivity, including their wheelchair friendly jumpsuits, realistic body modeling, and extensive size range (of 30 sizes!).
Though, like Madewell, they have had a few slip ups throughout the years.
Most of the controversies we mention were called out and solved promptly on X (formerly Twitter) without any mass consequences.
Cultural Appropriation
In 2019, ASOS created a stir after putting a traditional South East Asian accessory up for sale: the maang tikka.
Traditionally worn by brides, it symbolizes the union between two people on a spiritual, physical, and emotional level, so when ASOS marketed it as a “chandelier hair clip”, people got rightfully upset.
In 2021, ASOS released a bridal range that sent warning bells (not wedding bells) chiming once again.
The collection featured Lehengas, traditional garments worn at special South East Asian events.
While some people praised the brand for their inclusivity, others claimed that the wedding dresses were being inappropriately marketed for the wrong occasions.
Others had an even bigger problem with the big corporation capitalizing the culture by stealing customers and profits from authentic local businesses.
ASOS addressed these statements, saying that one of their South Asian garment workers suggested creating more inclusive pieces. He helped in buying, designing, and creating the products from fabric selection all the way to final design approval.
They redacted their designs and issued an apology via Twitter, stating that they shouldn’t have used the word ‘bridal’ to describe the line.
Body Shaming
Despite an overall body positive brand image, in 2019, ASOS received backlash after stocking a ballerina fat suit game on their website.
The product, marketed as “Ballerina Charades” was captioned: “The perfect ice breaker and party game filled with laughter!”
A catchline that only insinuates plus-sized body types are something to be ridiculed.
In the initial call out post, fashion blogger Danielle Varnier wrote:
“Erm, @ASOS – What is this please? Why would you stock something that is clearly marketed towards laughing at a body like mine?”
The brand apologized, stating that this wasn’t their intention. That was just one of four inflatable character suites (blueberry, sloth, sumo, and a unicorn ballerina) that the charade game was offered in.
It was quickly removed from their website.
False Marketing
In 2019, ASOS was called out for misleading marketing after accidentally uploading a photo that showed bulldog clips being used.
The altered dress gave a more fitted appearance, leaving many customers feeling cheated when the products arrive completely different in real life.
Especially considering the retailer’s updated return policy, threatening to block accounts for people who repeatedly return ASOS clothing.
ASOS promptly edited and removed the clips from the dress, but the scandal still has people asking: is ASOS trustworthy?
Who knows what other products are not as they seem.
Quality Control
Is ASOS good quality? Or is ASOS a cheap brand with quality and durability to match?
There are at least two issues (albeit, really gross ones) in which the quality of ASOS clothing was called into question.
One woman went to Twitter after finding a clearly used face mask in her brand new jacket.
Another woman was in utter shock and horror when, upon opening her newly purchased pants, she smelled human feces and saw a mysterious brown stain on the bum.
Both matters were investigated and both women received formal apologies and a full refund.
Yet, we can’t help but wonder how issues like those could possibly go unnoticed, especially in such a massive supply chain filled with workers trying to meet fast fashion’s unrealistically massive quotas.
This brings us back to our original question: is ASOS a fast fashion brand?
Even fast fashion alternatives can be subject to the occasional controversy, so to really answer this question, let’s dive into some of ASOS’ ethical issues.
