ASOS has a lot of headline-grabbing activity going on at the moment and following the recovering e-tail giant’s huge strategy announcement last week, now it has unveiled a brand new premium label.

Called Arrange, and available exclusively via the webstore, it blends “directional design with a feminine edge”, we’re told. The company also said the label is “bringing a unique take on elevated dressing to ASOS’s audience of fashion-loving customers”.

“London-born and women-led”, Arrange offers “a capsule of standout occasion dresses and luxe essentials. Combining a couture sensibility with a practical mindset, each piece is designed and pattern-cut in-house from premium materials, and sized inclusively (from UK 4-30)”.

It’s interesting that the launch comes at the same time as rival Boohoo Group relaunches and rebrands PrettyLittleThing and it too is talking about luxury and elevation. It seems businesses once closely associated with fast fashion are aiming to move beyond that into a more highly-valued arena — and perhaps to focus less closely on a core 20-something audience.

Prices reflect this. While not at luxury level, they’re far from the ‘buy it in every colour and wear it just a few times’ pricing of fast fashion’s heyday.

For instance, a chiffon pleat maxi dress is £160, a cutwork dress is £180, an embellished halter top is £120, a geo sequin dress is £250, a barrel jean is £65, leather city shorts are £150, a blazer is £120, and a knot detail T-shirt is £35.

ASOS said the new line’s signature design details – “oversized paillettes, hand-painted prints, bold colours, [and] experimental silhouettes” – appear throughout the collection.

Meanwhile the e-tailer said the accompanying campaign “spotlights the collection’s distinctive aesthetic: beautiful craftsmanship and unexpected pairings of cut, colour, proportion and texture. A dramatic embellished skirt is pared back with an oversized white T-shirt; an ice-blue trapeze top is styled with tobacco suede trousers; a red co-ord reveals an impressive attention to detail in its white contrast stitching.

“A selection of signature pieces, like the barrel-leg Sydney jean, recur from season to season – putting a refined spin on the most-wanted silhouettes and inspiring collection and curation over time”.

Vanessa Spence, executive VP of Creative at ASOS, said “the designers’ passion for this premium brand shines through in the level of detail and craftsmanship in the collection”.