This is the correct way to pronounce ASOS (and you’ve been saying Zara wrong, too)

IT'S the go-to website for on-trend fashion items at purse-friendly prices but have you ever wondered how to properly pronounce ASOS?

Is it ‘Ay-sos’? Perhaps it’s ‘A-sos’? Or is it the tongue-twisting ‘As Seen On Screen’?

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The much-loved online retailer has put an end to any confusion by revealing how to correctly say the brand name.

On their website, the label states: "So you know us and love us at ASOS.

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“But people often ask where our name comes from (usually straight after they ask us how to pronounce it – it's ACE-OSS, by the way)."

So now you know.

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Meanwhile, ASOS isn’t the only brand name we’ve been getting wrong - it seems we’ve been pronouncing Zara incorrectly, too.

Phonetically, the Spanish high-street giant is actually pronounced “dzah-dah” due to the Northern Castilian dialect where the label’s headquarters are based.

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The Zs are said with a soft “th” sound and Rs are closer to Ds.

But somehow we’re not sure “dzah-dah” is going to catch on in the UK…