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FASHION DILEMMA

How did a website take over the world?

Back in the distant, halcyon days of 2000, when the economy was healthy (or so they told us), the millennium was brand new, and we were all terribly relieved not to have been eaten by giant robot mutant lizards controlled by the Millennium Bug, a small online fashion company was born. Duplicating celebrity-inspired products, As Seen on Screen had three employees but big ambitions. A decade later, it has over 1,000 employees and one trillion gazillion items of fashion. Oh, all right, 36,000 then. Tsk, you're such pedants.

But where once after ASOS, it now has. From role model celebrity fashion, he was so far away that is now actually set trends celebrity . Asos own-label creations are now worn by celebrities from Rihanna to Kate Hudson. At the current rate of growth, we will be living in the People's Republic of Asos by 2020. Fashion Statement likes to imagine it will be a benign dictatorship, though we do worry for the safety of harem trouser refusniks.

So how did this tiny start-up become the UK's leading fashion site, at a time when traditional rivals with a much longer heritage were - and are - struggling? There are many reasons: the site offers something for everyone - men and women of course, but also maternitywear, beauty products and kidswear. Although it does sell premium items, the average price is reasonable and accessible, the site is easy to navigate, and it is painless to return items - which is more, in Fashion Statement's experience, than can be said for some far more expensive online retailers. Then there is the generation it sells to, its key demographic - one that expects a snappy online experience as a matter of course.

So what does the future hold, other than an almost certain increase on £223m in sales? With the aforementioned celebrity endorsements, Asos is clearly well on its way to establishing itself as a designer brand, not just a store. The Asos Black collection (eveningwear, very luxe) will be followed in September by Asos White, a more daytime-friendly collection. FS has already noted a gorgeous suede satchel with pink trim from the capsule bag collection.

FS, of course, also approves heartily of Asos's Green Room, a virtual chamber dedicated to ethical fashion. The latest addition to the room is the fantastic Fin Feline range - view the best pieces here. We're also very pleased that there will be a second collection of the Asos Africa line, launched earlier this year and made by small producer groups in Kenya, Tanzania and South Africa.

Then there's the exclusives - Scott Wilson (launching mid-July) and Hudson (early July), and new labels coming on board all the time - the autumn/winter collections will include Ally Cappelino, JW Anderson and Barbour. And best of all for those reading outside the UK, later this year Asos will be establishing a US website and dedicated sites for France and Germany. See, we told you - it's taking over the world.

So we'll end with a plea to Asos. With the aforementioned trillion gazillion items on the site, sometimes FS gets browsing fatigue. As your next move, please can we have online personal shoppers to do all that tedious business of finding things that suit us?

BANG ON TREND

Summer jersey frocks

Sorry chaps, but really, you have it easy in the summer. All you need is a T-shirt and you're good to go (note to football supporters: football matches are NOT an excuse to a) wear hideous replica kits or b) take off said T-shirt if temperature is over 13C). Whereas us poor, long-suffering ladies have to stare in bafflement into our wardrobes every morning. Honestly, the hurdles we have to overcome are truly heart-rending. Are our legs too pale? Is this dress a bit see-through? Is it too hot for jeans? Will this skirt just crease the instant it even sees our desk? It's a wonder we manage to carry on, never mind hatch our secret plans for world domination.

Here to make your lives a little easier, then, are some nice, simple, easy-to-wear summer frocks. After considerable thought and experimentation, FS has decided that jersey is the ideal fabric for summer. It doesn't crease like cotton, it drapes flatteringly, and it doesn't need ironing. Which is good, because FS doesn't possess an iron.

First of all, FS favorite new discovery, Nancy Dee. This is a great cloud of print sundress (£60) has a full-ish skirt, wooden button detailing, and is ridiculously comfy and easy to wear - and it's organic and fairly traded too. Another easy-to-wear piece is this tunic-style dress from Stewart+Brown at Adili (£105) - again from organic cotton.

We also feature neckline and simple detailing French Connection dress , currently on sale (£47). It comes in a variety of lovely shades, but if you prefer to keep it simple with a black frock, this All Saints wrap-style jersey dress is currently down to a bargain £27.50. Of course, being All Saints, it's got an asymmetric hem (seriously, do they have a ban on straight lines in the All Saints design studio? Are they allowed rulers? Do they print on ragged-edged paper?).

Judging by the model shot, we think this Whistles dress(?? 40) may be stretching the definition a little - ISN 't it just a long top? - But, nevertheless, we are very similar to the band and pocket. In the meantime, if you want to fashion a nod in the direction of Wimbledon, this dress Gant (?? 69) perfect - simple white vest-style jersey and cotton skirt, it can be accessorised to the maximum for a more chic look or wear with simple sandals for "that junk" "look.

But if you want to make a statement, this amazing print dress from Rianne De Witte Adili really caught the eye FS '. We want. And one more a bold statement can be found by - where else? - The ASOs, where we saw this amazing jersery stag cotton dress (£36).

If all this jersey isn't enough for you - or indeed if it's too much for you - you could always accessorise with a jersey necklace - we've fallen a bit in love with this simple necklace (£20.40) at fashion-conscience.com.

Fashionista WEEK

Naomi Watts

Fashion cemetery

Victoria Beckham

Remember that brief, golden period when Victoria Beckham wore flat shoes? We swear she actually looked happier. Perhaps that's the answer to eternal pouting mystery: it's not a pout, it's the self-inflicted pain of stupidly high heels. This outfit is about as relaxed and laid-back cool as your average Bullingdon Club social event. Yawn.

Quote of the week

Or perhaps Anti-Quote of the Week, from new Britain's Top Model judge Julien Macdonald:

You can't have a plus-size girl winning - it makes it a joke. It's not fair on them - you're setting them up for a fall. They are looked down on, they're frowned upon. A catwalk model is a size six to eight. If you're a size 14 in a room full of size eights, you're in the wrong room.

How about you do this the right room, it? Damn it, we know who would be able to able to change it. Yes, we know, may be a fashion designer?

OUT AND ABOUT

Feeling in need of a cocktail? FS frequently feels that way, and has recently been researching the most stylish ones - my God, is there NOTHING we won't do for you readers? We recommend, then, that you head to the Brumus bar at the Haymarket Hotel for the Chambord Cocktails and Cupcakes menu. Alcohol and cake - all your major food groups. Brumus Bar, Haymarket Hotel, 1 Suffolk Place, London SW1Y 4BP; 020 7470 4007.

On the lookout for the next step? Richard Young Gallery and the London College of Fashion are presenting Capsule#2, an exhibition of work by forthcoming 2010 graduates from the College's BA in fashion photography. Runs until Friday 13 August, Richard Young Gallery, 4 Holland Street, London W8 4LT.

Ethical footwear company Terra Plana currently has a pop-up shop gracing London's fashionable King's Road. Perfect for picking up some summer sandals to go with your new jersey dress. 36 King's Road, London, SW3 4UD 020 7581 5764.

If you are near Bristol, the Harbour Festival (30 July - 1 August) is worth marking in your diary. There's music, dance, a food market, a children's area, interative live theatre and much more. More details at bristolharbourfestival.co.uk.

SHOPPING NEWS

This week is National Breastfeeding week, and Frugi is celebrating with some lovely organic cotton nursingwear at 30% off. Grab a bargain at welovefrugi.com.

And speaking of babies, Green Baby has a great 20% off deal today only (apparently something to do with some football tournament somewhere?) - just enter WORLDCUP at the checkout at greenbaby.com. Pick up a summery jersey dress for someone much cuter than you ...

Following on from our recent ethical jewellery special, FS has come across another ethical jewellery label. Jersey Pearl, a third-generation British business, has also become the first carbon-neutral pearl brand in the UK. You can view the collections at jerseypearl.com.

OFFCUTS

Check out the best pieces from the Fin Feline ethical range, new at Asos.

Simon Chilvers celebrates 20 years of Dolce Gabbana and menswear.

Kate Carter picks the best ethical kids' clothes at the Bubble London show.

For all the latest fashion news, visit guardian.co.uk/fashion

News to tell us? Email kate.carter@guardian.co.uk

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