Asos introduces its boldest brand effort yet, capturing the essence of fashion inspiration from diverse influences.
- The ‘Inspired By’ platform highlights the stories behind fashion trends, moving beyond traditional fashion sources.
- Nearly 90% of Asos’s audience seeks inspiration from non-traditional fashion avenues.
- Campaign features include cinema, VOD, and multiple social media channels to create a comprehensive outreach.
- Creative inputs from The Or and Asos aim to position the brand as a leading style curator.
Asos has embarked on a significant initiative with the launch of its ‘Inspired By’ brand platform. This ambitious project centres on recognising the various influences that shape fashion beyond the usual runways and celebrities. By embracing diverse sources of inspiration, Asos intends to breathe life into the stories that underpin emerging fashion trends.
Data from Asos highlights that nearly 90% of its target demographic are now looking beyond traditional fashion sources for guidance. This shift in consumer behaviour has informed the development of the ‘Inspired By’ platform. The initiative is designed to leverage this shift, showcasing the brand’s innovative capacity to adapt and evolve with changing consumer demands.
The campaign, described by Asos as their most ambitious to date, includes a wide array of elements. These include cinema advertisements, video-on-demand (VOD) content, out-of-home (OOH) marketing, and extensive social media engagement. By incorporating a new visual identity, Asos aims to connect with its audience in dynamic and interactive ways.
Directed by the acclaimed Duncan Loudon, the hero film, alongside shorter cuts, will be broadcast across TV and cinema. Asos’s Executive Vice President for Customer, Dan Elton, emphasised the company’s commitment to drawing fashion inspiration from everyday life. He stated, ‘We believe that fashion inspiration can be found everywhere… As a destination for style, it shapes everything we do.’
Creative partner Charlene Chandrasekaran from The Or discussed the invigorating collaboration with Asos, pointing to the brand’s relentless pursuit of new and untapped inspiration. She stressed the desire to help people recognise originality everywhere and reinforce Asos’s stature as a premier fashion curator.
Asos’s new campaign signifies a strategic push to redefine fashion inspiration sources and engage with a broader audience.
