As Seen On Screen, or asos.com, which trades in costumes like those worn by Cheryl Cole and the rest of her band, saw business double over the Christmas period.
It recorded an 118 per cent rise year on year in the nine weeks to January 16, and its customer base has doubled in less than a year.
Nor can festive fever explain away the webstore’s popularity.
Sales for the 42 weeks up to that date were up 108 per cent.
Chief executive Nick Robertson explained the appeal of the site, whose customers, aged between 16 and 34, appear to be resilient to the downturn.
‘It was a great Christmas. How and why? It’s the good old internet – and fashion within that.
‘Because we tick two of those boxes, we did really well out of it. We are just in this sort of bubble, because the trend is still towards online shopping.
‘I absolutely expect sales coming off these sort of levels, not least because the business could not sustain it. But, if we slow, it will still be a growth story.’
ASOS sells clothes which are identical to those worn by celebrities or in the style of trend-setters.
Style icons: Kimberley Walsh, Cheryl Cole and Nicole Roberts in their designer outfits
Retail analysts Seymour Pierce believe the company will retain its forecast for pre-tax profits of £14million for the year.
And analyst Freddie George explained why ASOS was succeeding in the downturn.
‘We continue to believe the company is perversely seeing some benefit from the downturn.’
Brands were more open to selling their clothing through ASOS and department stores were more likely to delay development of their own websites, he added.
Mr Robertson said circus-themed styles, high-shine leggings such has those worn by 25-year-old Miss Cole, lace trimmings and prom dresses, had all sold well.
Those who buy from the site are said to be greatly influenced by celebrity magazines and styles.
