Belfast Telegraph

Sunday 23 November 2014

Sasha Obama steps out of Michelle's shadow

Mandatory Credit: Photo by REX (3388674f)
Sasha Obama, Barack Obama and Malia Obama
President Obama at annual pardon of National Thanksgiving Turkey, White House, Washington DC, America - 27 Nov 2013
Sasha Obama with President Obama and sister Malia Obama

Sasha Obama is the surprise style icon for 2014, according to online store ASOS.

Online retailer ASOS has seen a sharp increase in sales of items worn by the youngest daughter of President Obama and his wife.

The website has branded it the 'Sasha Effect'.

"Sasha is on track to becoming as influential in the fashion stakes as her mother," Asos's womenswear design director Jacqui Markham told British magazine Grazia.

"What sets her apart is her youthful, playful style."

This was no more apparent than when Sasha was photographed in the website's £25 unicorn jumper.

There was such a rush to purchase the garment that the website crashed and the sweater completely sold out.

"Her outfit choices are versatile favourites and her fashion influence is huge - the unicorn sweatshirt had to be restocked due to customer demand," Jacqui added.

It isn't just at ASOS that the 'Sasha Effect' is taking hold.

Urban Outfitters also reported a sudden surge in sales of a panda-printed knit after the 12-year-old was spotted wearing it.

Footwear brands are not exempt from feeling the benefit of either.

When the youngster wore a pair of Dr. Martens with the must-have unicorn jumper, they recorded a surge in demand for the same boots.

ASOS also told Grazia that Sasha caused a stir when she wore their silver cut-out 'Southwark' shoes to collect the White House's Christmas tree.

The shoes were so popular after Sasha was seen in them that the company has brought the style back for another season.

© Cover Media

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