Online retailer ASOS has unveiled their new autumn campaign, giving a consumers a behind the scenes look at the fashion industry.
According to the retailer, the campaign “celebrates the creativity, expertise and cultural influences” that shape what we wear.
It was devised in collaboration with creative agency Baron & Baron.
The marketing drive is made up of a series of adverts, social content and consumer experiences. At the centre of the campaign is the return of ASOS Magazine, which relaunches this September.
It will be available as a quarterly digital publication on on Substack. Pat McGrath will join the publication as guest beauty curator, along side Elia Medini (Lyas), founder of La Watch Party, as contributing editor and creator Farron Clark as marketing insider.
The campaign follows research from the retailer that shows 68 per cent of consumers report knowing what to buy is easier than knowing how to style it.
The study also highlighted 53 per cent of respondents believed styling ideas and complete outfit inspiration would aid them in making better decisions around fashion.
Related Story
Alongside the magazine launch, ASOS will host a five day immersive experience in central London during London Fashion Week, which will invite consumers to take part in interactive activations and styling sessions.
The brand has also unveiled a curated edit of autumn fashion pieces which feature suede, lace details, zebra prints and berry tones.
Vanessa Spence, EVP Brand & Creative at ASOS, said: “Autumn is one of the most exciting moments in fashion. It’s when people are discovering new trends, finding fresh ways to wear them and thinking about how they want to show up for the season ahead.
“Part of the joy of fashion is everything that happens behind the scenes. This campaign gives customers a seat at that table, opening up the world behind the season in a way that’s inspiring, accessible and relevant to how they want to dress today.”
Pat McGrath, guest beauty curator of ASOS Magazine, added: “Beauty and fashion have always been for everyone. I have believed that throughout my career, whether I am backstage at a couture show or helping someone create a look that makes them feel confident and completely themselves.
“What I love about fashion now is that inspiration has no price point. As Guest Beauty Curator, I’m looking forward to sharing what I’ve learned about beauty, creativity and self-expression in a way that everyone can make their own.
Click here to sign up to Retail Gazette‘s free daily email newsletter
