80% matchPrincess Polly
Same Gen Z trend-led e-tail formula, curve range included
What changes: Narrower category mix, no tailoring or workwear staples
Brand profile
ASOS Curve
ASOS Curve is the plus-size line of UK e-tailer ASOS, offering affordable everyday and occasion wear under the ASOS DESIGN Curve label.
LondonOrigin
WomenswearFocus
Minimalist / ContemporaryStyle
$$Price
4 brands like ASOS Curve like Princess Polly, Motel Rocks, Pomelo Fashion →
What to know about ASOS Curve
A storefront, not just a label
The Curve & Plus Size section pairs own-label ASOS DESIGN Curve with third-party plus ranges like Forever New Curve, River Island Plus, ARRANGE and 4505 activewear.
Basics and occasion, same rack
The own-label run covers jersey basics, denim, blouses, jumpsuits and tailoring alongside embellished maxi dresses in satin-, velvet- and scuba-style fabrics.
Sub-£70, with constant markdowns
Most pieces are priced under £70 before frequent discounts, so the range is built for trend turnover rather than long-term wardrobe investment.
How ASOS Curve fits
Overall fit
mixed
Shoppers report that fit varies widely across styles and sub-brands, with denim and fitted pieces often running small or inconsistent while jersey basics tend closer to size.
Tip: Check each item's reviews as sizing is inconsistent across ASOS DESIGN Curve and third-party plus ranges; consider ordering two sizes given variable fit.
Medium confidence · based on 8 sources
By category
| Category | Runs | Shape | Size advice |
|---|---|---|---|
| Shirts & overshirts | mixed | regular to relaxed blouses | Bust and shoulder fit can vary, so check reviews for the specific style. |
| Trousers & pants | mixed | regular tailoring and wide-leg options | Waist and rise vary by cut; check measurements against the size guide. |
| Jeans & denim | slightly small | varies from skinny to mom fit | Denim often runs small or stiff, so consider sizing up or checking the specific fit block. |
| T-shirts & graphic tees | true to size | relaxed to regular jersey | Jersey basics generally fit as expected; size down slightly if you prefer a closer fit. |
Directional fit consensus summarized from public sources with AI — a starting point, not a guarantee. Confirm with the product's own measurements before buying.
If you like ASOS Curve
80% match
76% matchMotel Rocks
London online label, Y2K prints, inclusive size grading
What changes: Single aesthetic point of view rather than a full department store
72% matchPomelo Fashion
Own-label plus marketplace with the same everyday-to-occasion span
What changes: Asia-centric fit and delivery, smaller occasion embellishment offer
70% matchASOS Curve fit questions
Does ASOS Curve run big or small?
ASOS Curve varies by piece. Check each item's reviews as sizing is inconsistent across ASOS DESIGN Curve and third-party plus ranges; consider ordering two sizes given variable fit. Shoppers report that fit varies widely across styles and sub-brands, with denim and fitted pieces often running small or inconsistent while jersey basics tend closer to size.
How does ASOS Curve fit?
Shoppers report that fit varies widely across styles and sub-brands, with denim and fitted pieces often running small or inconsistent while jersey basics tend closer to size. Overall shape: varies by line and silhouette.
How do ASOS Curve shirts & overshirts fit?
ASOS Curve shirts & overshirts varies by piece. Bust and shoulder fit can vary, so check reviews for the specific style. Shape: regular to relaxed blouses.
How do ASOS Curve trousers & pants fit?
ASOS Curve trousers & pants varies by piece. Waist and rise vary by cut; check measurements against the size guide. Shape: regular tailoring and wide-leg options.
How do ASOS Curve jeans & denim fit?
ASOS Curve jeans & denim fits slightly small. Denim often runs small or stiff, so consider sizing up or checking the specific fit block. Shape: varies from skinny to mom fit.
Brand facts
ASOS Curve is the plus-size arm of London-based online retailer ASOS, sold through the site's Curve & Plus Size storefront. Own-label product is now branded ASOS DESIGN Curve and covers everyday jersey basics, denim, wrap dresses, blouses, jumpsuits and tailoring, plus occasion maxi dresses in satin-style, velvet and scuba-style fabrics with embellishment. The same category carries third-party plus ranges including Forever New Curve, River Island Plus, ARRANGE and 4505 activewear. Most pieces sit in the sub-£70 range, with frequent markdowns.
- Founded
- 2010
- Origin
- London, United Kingdom
- Made in
- UK, China, Turkey, India
- Price
- $$
- Focus
- Womenswear
- Facts checked
- August 2026
- Styles
- Minimalist / Contemporary, Y2K, Streetwear