Fashion Insiders: Chloe O’Keefe and Amy Rycroft @ ASOS (Part 1)

6th May 2009


This photo was taken on a shoot for ASOS Life

Name: Chloe O'Keefe

From: London

Job position: Buying Assistant on Menswear Contemporary, Hight Street & Tailoring Brands at ASOS.

Chloe is wearing; Striped pleat dress from ASOS, sunglasses from Rayban Clubmater, Gold watch and gold belt both are vintage.

Mini Interview:

S.S: Describe your style in THREE words.

C.O: Bohemian, Classic and Romantic.

S.S: What inspires you?

C.O: My favourite designers are Lanvin, Balenciaga and Louboutin.  Working in menswear I find Lanvin is great for men and women, which is rare for a design house, if I saw Alber Elbaz I think I may kiss him!  I also love the Manoush range at ASOS at the moment – I could wear all of it.

I love watching old movies and referencing through books and music, such as 'The Way We Were', 'Some Like It Hot' and 'Factory Girl'.

I like to see people on the street who dare to be different and admire their enthusiasm for art and fashion!

S.S: What got you into fashion?

C.O: My mum designed and made her own wedding dress and is very experimental so I had a creative flair from a young age – attempting to help her.  I would buy clothes from the high street and customize them to ensure they didn't look like everybody else's, I think it's all about how you wear clothes as opposed to what you wear, right now I'm wearing some floral tights with a white dress (disturbing commuter stares on the tube this morning).  I was addicted to Vogue from a young age of 7 and would spend all of my pocket money on magazines, re-reading and cutting up to make scrap books of things I loved, I still do this!

I would look up to the women in my life and use their style influences to create my looks 'with a twist'.  I have worked at London Fashion Week as a model dresser and backstage coordinator which allowed me to work with couture and be submerged in the excitment and thrill of true fashion.

S.S: Do you have any sort of fashion background?

C.O: I was 15 and worked in a menswear store in Blackburn, I helped to buy the product ranges and act as a personal shopper to the clientele.  When I heard about Buying I knew it was what I was born for!  I applied to the London College of Fashion for the BA (Hons) Fashion Management course and it went from there.  I also studied for 3 years specializing in Fashion Buying and learning about design, product development, marketing, merchandising, finance and much more.

S.S: What does your job involve?

C.O: On a daily basis I work with many different departments which is great; stylists, PR, marketing, accounts and merchandising.  ASOS is such a fun place to work as the ethos is very young and lively.  I attend supplier meetings, analyse sales and trading and also buy some of the brands.  My Buyer Director is great at passing on responsibility to me which enables me to develop within the company.

The new community – ASOS Life is launching to the public 6th May which is a super way for us to keep in close contact with our customers, solve any queries and bridge the gap of social interaction.  The better relationship e can have with our customers the better.  It's good for the buying team to be able to answer questions regarding products from our customers.

S.S: Do you enjoy it?

C.O: I love working at ASOS and can't imagine leaving.  Everybody from the CEO to the receptionists are very approachable and pro-active.  It feels like a family.  When I joined the menswear team there were only 11 people including the design team – now we're holding meetings for 60 each month!  It's great to see the company grow and report huge sales success and profit amid the global recession, our customers just can't resist fashion!

S.S: What's the best thing about your job?

C.O: I live for it!!

I have been working at ASOS since Sept 2007 and will never look back.  I have learnt so much and been able to make a difference to some processes due to the responsibility given to me by my Buying Director.


This photo was taken on a shoot for ASOS Life

Name: Amy Rycroft

From: Chelmsford in Essex

Job Position: Mens Accessories Buyer at ASOS

Amy is wearing; Basic white tee, Aztec Skirt (which she loves), white ankle socks which she is all about this summer, and Rayban Clubmaters all from ASOS.

Mini Interview:

S.S: Describe your style in THREE words.

A.R: Girly, Rocky, Quirky

S.S: What inspires you?

A.R: I'm very inspired by music, MGMT have inspired me to dress in navajo prints and want to run away and live on a beach!

S.S: What got you into fashion?

A.R: Always been into fashion in a big way since my first saturday job in Miss Selfridge at 16.

S.S: Do you have any sort of fashion background?

A.R: No fashion qualifications, just a love for it and a hard slog up the fashion ladder from the shop floor fitting room duty!

S.S: What does your job involve?

A.R: My job involves travelling to see new season collections from brands, going on research trips to keep me up to date with current accessories trends and being responsible for the mens accessories – sunglasses and watches dept on the site.

S.S: Do you enjoy it and what's the best thing about your job?

A.R: I love my job, and other than working at the heart of an exciting and thriving company there are great social perks to working closely with big brands – this summer I'm off to the Isle of Wright with Rayban, not bad!

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  • lenglengmui 6th May 2009 at 22:26

    Another fantastic post. Love the girl’s Aztec skirt.

  • Brit_Stuck_In_A_Closet 6th May 2009 at 22:28

    Big fan of, love their clothes and a great insight within the company. Good job styleslicker!!!