ASOS, the go-to destination for fashion-loving 20-somethings, is excited to announce the launch of trend-setting Australian womenswear brand Princess Polly, becoming its exclusive European wholesale partner.

The launch features 77 options, including day and evening dresses, woven and jersey tops, casual bottoms, skirts and outerwear. Some of the brand’s most popular and iconic products will also be available, such as its statement maxi dresses and faux fur jackets.

Founded in 2010 on Australia’s Gold Coast, Princess Polly utilised social media and influencer marketing to showcase its on-trend fashion products to Gen Z consumers. After launching in the US in 2019, the brand has become an online fashion powerhouse, collaborating with content creators such as Alix Earle and Emma Chamberlain.

Shazmeen Malik, brands director at ASOS, said: “We’re so excited to be the exclusive European wholesale partner for Princess Polly and can’t wait to bring the brand to our fashion-loving customers. Whether they’re looking for a statement piece or additions to their everyday wardrobe, they’ll find something they love with our curated assortment.”

Courtney Dres, Chief merchandise officer at Princess Polly said: “We’re delighted that Princess Polly is now available to ASOS customers across Europe. This partnership allows us to meet new audiences and continue our mission to provide on-trend fashion across the world.”

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.