Asos has launched a new brand platform that celebrates the moments, places, and objects behind the latest fashion trends.
‘Inspired By’ takes inspiration from various locations that inform fashion trends and style – and “brings it to life by telling the story behind the curation”.
The online fashion giant said almost 90% of its target market now looks beyond traditional sources like catwalks and celebrities for fashion inspiration.
Asos said this has shaped ‘Inspired By’, giving it a long-term platform that “highlights the brand’s creative flex”.
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The four trends featured in the retailer’s new range are Night Shift, Stable Girl, Power Trip and On Campus.
Developed by creative company The Or, the 360 campaign consists of cinema, as well as VOD, OOH, social content, media partnerships, live events, and a new visual identity, in what Asos called its “most ambitious brand campaign to date”.
The hero film and cutdowns are live across TV and cinema, directed by Somesuch’s Duncan Loudon.
Asos EVP Customer Dan Elton said: “We believe that fashion inspiration can be found everywhere and, as a destination for style, it shapes everything we do.
“From TV and our roots as ‘As Seen on Screen’ to the streets to social media, we’ve always translated culture into accessible styles and trends. We’re here to inspire our customers by continually exploring and bringing them the freshest, most relevant products.”
Or creative partner Charlene Chandrasekaran added: “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 really see the constant desire to seek out new and untapped inspiration running through its DNA.
“We want to inspire people to see originality everywhere, just like Asos does – uninhibited by time or place, and help establish the brand as the ultimate curator of fashion.”
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