This Bondage Wear Is Sexier Than '50 Shades'

Online mega-retailer ASOS is a one-stop shop for trendsetters. The site sells everything from acid wash leggings to plaid kitten ears (Necessary? I think so), but aside from some cute lingerie, the offerings are all pretty PG. Until now, that is — ASOS is introducing a line of bondage accessories aimed at women ages 18 to 25 that are as trendy as they are racy.

The brand has teamed up with luxury brand Holloway Smith Noir to offer Gigi Noir, a range of glittering blindfolds, collars, pasties, and wrist ties in gold or black that will be available on ASOS.com at the end of this month. According to the Daily Mail, all items have been made with "sequins, recycled leather and Swarovski crystals" and will be affordably priced between $55 and $95. CEO Sophie Holloway told Mail:

Playfulness and fun are the key messages behind the collection. The luxury erotic industry is geared towards an older more mature audience who are at a different stage in their economic lifetime. We believe young adults also deserve access to high quality teasewear and this belief has lead to our collaboration with ASOS.

What's really great about Gigi Noir is how pretty everything is (although the sex-positive message doesn't hurt either). Case in point:

With the impending release of the Fifty Shades of Grey movie, we're bound to see more and more interest in bondage and BDSM-inspired fashion, but I don't think ASOS jumping on board with actual bondage accessories can simply be chalked up to that influence. The brand could have easily capitalized with some steamier lingerie, but this is a really bold move that's likely to alienate some more conservative customers.

The real point of the collaboration is to encourage sex positivity among young adults. Although Fifty Shades of Grey has provided a sexual awakening of sorts for many older women, members of the BDSM community have pointed out that the franchise problematically depicts the lifestyle by de-emphasizing consent and buying into the idea that all sadomasochists have troubled pasts, à la Christian Grey.

Holloway Smith Noir (and therefore ASOS) stands for the exact opposite. The brand has even launched Ladies Come First, "a social sexual responsibility communication campaign and hub of pleasure-based sex education and information," that "hopes to help young men and women explore sexual issues such as consent, pleasure, confidence and communication," according to Daily Mail. It's cool to see a relatively mainstream retailer get on board with such an important message, and to do so stylishly!