FASHION
FROM CONCEPT TO CARPET: CUSTOM ASOS LOOKS THAT SHUT DOWN THE BRITISH FASHION AWARDS
By Ayis Stephen-Diver, 3 December 2024
We didn't just go to the British Fashion Awards for the vibes. Our designers have been hard at work for MONTHS creating the custom looks worn by our special guests – Tolami Benson, Eva Apio, Sasha Keable and Parris Goebel. From scorching-red ruffles to gothic glam, the gowns were so good, they needed their own article – so we caught up with ASOS designers Tracey Bartlett and Georgie Nurser to talk us through each look. And the best part? You can shop similar red-carpet-worthy looks right here in our British Fashion Awards edit.
THE PROCESS
As soon as our guests RSVP'd yes, our in-house team got to work. 'We started with a moodboard of our favourite ASOS designs,' Tracey tells us. 'Then we worked collaboratively with our guests, pattern cutters, a fashion illustrator and an incredible garment technician.' The designers followed a couture approach, creating toiles of each dress on mannequins that mirrored their exact measurements. At the fittings, they sketched on the spot to bring life the changes each guest wanted. 'They're so confident in their bodies,' says Georgie. 'They really know what they like and what they wanted.'
Picture: Getty
TOLAMI BENSON
Content creator Tolami seriously served in a black asymmetric dress, accented with floral appliqué and a square neckline. The inspiration? 'It came from an idea of gothic Italian dressmaking,' says Georgie. 'Think femme drapery, dolce-vita vibes and lacework that adds a touch of dark romance - reminiscent of Monica Belluci in the 90s.' Tolami was super involved in the design process to ensure her sultry aesthetic was captured, from the dress to the heels.
GET THE LOOK:
ASOS DESIGN 3D floral embroidered asymmetric mini dress in black, £120
Simmi London Eavie lace heeled sandal in black, £35
New Look lace high neck blouse in black, £30
Picture: ASOS
'It's a super creative way of working – like high fashion. We employed old-school couture techniques, such as corsetry and lace appliqué.'
Picture: Getty
EVA APIO
One thing about Eva? She knows what she wants. The model arrived at the fitting and immediately fell for a bright-red ruffled dress. 'Eva was instantly pulling the fabric to fit her shape. She wanted it super sexy, more cutout and a higher split,' Georgie tells us. To make her look scream Eva from head to toe, the designers added some front ruching, a puddle hem and a subtle train, resulting in an ultra-feminine and romantic look. The whole 'fit was finished with metallic accessories and a fresh mani.
GET THE LOOK:
ASOS DESIGN premium ruffle bust plisse faux-ord maxi dress with train in red, £95
ASOS DESIGN Night-time ruffle detail heeled sandals in red, £50
ASOS DESIGN drop earrings with mixed crystal linear detail in silver tone, £8
Picture: ASOS
'Eva fell in love with the bright-red colour of this dress. She's a natural at styling, too, picking out shoes and earrings and talking about what nail look she'd have.'
Picture: Getty
SASHA KEABLE
Singer-songwriter Sasha asked for something dramatic, elevated and couture – and we delivered. With its exaggerated cinched waist and striking curved neckline, her navy gown was the perfect amalgamation of two existing ASOS designs and was heavily inspired by archival runway pieces. A thigh-high slit ('she kept asking us to make it higher and higher!' says Tracey), tousled updo and Sasha's signature gold jewellery really took this look to the next level.
GET THE LOOK:
ASOS EDITION embellished velvet midi dress with bead detail in black, £180
Simmi London Henni Strapped heeled sandal in Silver and Gold, £35
Kaiia chunky hammered metal bangle in gold, £15
Picture: ASOS
'Sasha knew what sillhouettes she liked and how to refine them. She wanted the dress super cinched with archival fashion references.'
Picture: Lucy and Lydia Connell (@the.twins.shot.this)
PARRIS GOEBEL
Old Hollywood glamour inspired award-winning choreographer Parris' black-and-white dress. We love the drama of the mono-contrast train, which taps into the monochrome eveningwear trend that ruled recent couture shows. The figure-hugging fishtail silhouette came from masterful corsetry techniques, and the designers made the puffball sleeves mimic flowers. Fun fact: because Parris was abroad, we made her two dresses to choose from. The other dress was a pink gown with a 1930s feel.
GET THE LOOK:
ASOS DESIGN Curve bandeau maxi in black, £75
ASOS DESIGN structured velvet mini dress in black, £75
SEQWL pointed court shoes with rhinesone embellishment in black, £30
True Decadence chiffon flower hair claw in white, £12
Picture: ASOS
'We used a fabric-manipulation technique to create a floral pattern on Parris' sleeves. It's subtle but will catch the flashbulbs on the red carpet.'
