ASOS recently unveiled its Autumn/Winter campaign 2026, with the launch date for the return of its magazine.

ASOS Magazine was discontinued in 2019 as part of plans for a “social-first” strategy but has been recently brought back by the retailer.

Steven Amir, brand director at ASOS explains that the retailer was founded on the belief that “fashion is for the people”. However, that means something different now than it did 25 years ago. 25 years ago it was about access but now its also about confidence.

He believes that consumers want to know that something they are buying is good value but they also want to know that they are buying will suit them and help them to express their personal style.

By bringing back ASOS Magazine, ASOS now has a dedicated space to offer its shoppers style guidance.

He says: “Readers can expect fashion, beauty and culture through an ASOS lens: democratic, accessible and full of personality. The magazine is an extension of ASOS as The Stylist – we understand our customer, we curate the best pieces, bring together different voices and help customers discover looks that feel right for them.”

The first edition features the founder of La Watch Party, Lyas Medini as contributing editor, Pat McGrath as guest beauty curator and creator Farron Clark as marketing insider. Amir has highlighted that the ASOS will also soon be announcing its stylist in residence soon.

He says: “The concept was anchored in consumer insight. We know customers can feel overwhelmed by choice, and that the emotional stakes of getting an outfit right, or wrong, are high. Our research found that two thirds of consumers say knowing what to buy is easier than knowing how to wear it, while over half (53 per cent) say complete outfit inspiration and styling ideas would help them make better fashion decisions.

“The campaign responds to that need by showing ASOS as a more curated, confidence-building style destination: a place that helps customers cut through the noise, shop a full look and feel more like themselves.”

Amir highlights that ASOS as a brand is always looking to meet its customers where they are, which means creating experiences that work digitally and in real life.

And he believe the brand has done just that with the magazine is available both in print and online, on social channels and Substack.

He says: “The print edition gives customers something physical, considered and collectible, while digital channels allow us to extend the storytelling in a more immediate and interactive way. We are also exploring opportunities to bring the campaign to life through real-world moments with our community, helping customers engage with ASOS in a way that feels more personal and memorable. More to come on that soon.”

And shoppers have loved it, Amir says the response to the announcement has been “incredible”. ASOS has seen growth in its reach and some really strong engagement, with some posts generating hundreds of comments.

He says: “So far, we have seen strong growth year on year in all these metrics for the campaign. More broadly, success is about whether we are shifting how customers see ASOS and whether they see us as a destination for style guidance, fashion authority and confidence, not just product.”

The retailer has also seen some of the pieces featured in its Autumn/Winter 2026 campaign such as the zebra printed dress and embellished jacket sell out within the first few hours.

According to Amir, the campaign supports ASOS’s plans to be “the most-loved fashion destination”.

He says: “Customers come to ASOS to shop a look, not just a product, and our role is to bring the best and most relevant fashion through our unique own brands, styled with the most exciting products from local and global partner brands.”

“Through ASOS Magazine, social-first storytelling, talent and curated edits, the campaign brings “Style Your Moment” to life by connecting inspiration with shopping, helping customers feel less overwhelmed by choice and more confident in what they wear for all of life’s moments, big and small. It reinforces ASOS as a destination for style guidance, fashion authority and self-expression.”

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