Asos has launched its most ambitious campaign focusing on unorthodox sources of fashion inspiration.
- The ‘Inspired By’ platform emphasises moments, places, and objects influencing trends.
- Almost 90% of Asos’s market seeks inspiration beyond catwalks and celebrities.
- The campaign includes diverse elements like cinema and social media content.
- Asos aims to position itself as a central hub for style innovation.
Asos has embarked on a significant new venture with the introduction of its ‘Inspired By’ platform. This initiative is designed to shine a spotlight on the various moments, locations, and objects that currently shape fashion trends. By exploring these unconventional sources of inspiration, Asos seeks to narrate the stories behind the curation of these fashion elements.
The online fashion retailer, acknowledging a shift in its audience’s behaviour, notes that a substantial portion of its clientele now look beyond the traditional catwalk shows and celebrity endorsements for fashion guidance. According to Asos, around 90% of its target demographic is inspired by alternative sources, an insight that has fundamentally shaped the ‘Inspired By’ platform.
The campaign is heralded as Asos’s most ambitious to date, featuring a comprehensive 360-degree approach that includes cinema screenings, video on demand, outdoor and social media content, media collaborations, live events, and a revamped visual identity. This campaign, developed by the creative agency The Or, is anchored by a hero film directed by Duncan Loudon of Somesuch, showcasing Asos’s aspiration to inspire its audience continuously.
Dan Elton, EVP Customer at Asos, articulates the brand’s vision: “We believe that fashion inspiration can be found everywhere and, as a destination for style, it shapes everything we do.” This statement underscores Asos’s commitment to translating cultural cues from a variety of sources into accessible fashion.
Additionally, Charlene Chandrasekaran from The Or reflects on the collaboration: “It’s been a joy to work alongside such an iconic British brand like Asos. When you get under the hand-embroidered jacket of the brand, you see the constant desire to seek out new and untapped inspiration running through its DNA.” This comment highlights the creative synergy between Asos and the agency as they strive to position Asos as an unrivaled curator in the fashion industry.
This campaign marks a pivotal step for Asos as it seeks to redefine where and how fashion inspiration is drawn.
