ASOS has launched its boldest campaign yet, aiming to redefine fashion inspiration.
- The ‘Inspired By’ platform showcases fashion influenced by diverse locations and stories.
- Four distinct trends—Night Shift, Stable Girl, Power Trip, and On Campus—feature prominently.
- The campaign encompasses a wide range of media channels for maximum impact.
- Key figures behind the campaign highlight ASOS’s commitment to curating contemporary fashion.
ASOS has unveiled its most ambitious campaign to date, ‘Inspired By’, seeking to revolutionise how fashion enthusiasts find inspiration. The initiative celebrates the diverse sources that influence fashion trends and styles beyond the conventional catwalk and celebrity endorsements, reflecting a significant shift in consumer behaviour.
The campaign introduces four vibrant trends—Night Shift, Stable Girl, Power Trip, and On Campus—each offering a unique perspective on modern fashion. This strategic move aligns with ASOS’s long-term vision to highlight its creative prowess, as underscored by the dynamic and diverse campaign narrative.
Developed by creative agency The Or, the ‘Inspired By’ campaign utilises a comprehensive 360-degree media strategy. This includes everything from cinema and TV adverts to social content and live events, establishing a new visual identity for the brand. The campaign’s hero film, directed by Duncan Loudon from Somesuch, is a focal point in conveying ASOS’s innovative approach to fashion.
Dan Elton, ASOS’s EVP of Customer, emphasises the brand’s dedication to exploring fashion inspiration from various cultural touchpoints, highlighting ASOS’s evolution from its roots as ‘As Seen on Screen’ to a contemporary style destination. He notes the brand’s commitment to offering fresh and relevant products by continuously translating cultural themes into accessible fashion trends.
Charlene Chandrasekaran of The Or praises the collaboration with ASOS, expressing admiration for the brand’s inherent drive to continually seek new inspiration. She believes this campaign helps solidify ASOS as a leading curator of contemporary fashion.
The ‘Inspired By’ campaign marks a bold step forward for ASOS, cementing its role as a leader in innovative fashion inspiration.
