ASOS customers have received a threatening notification through the retailer’s app amid reports that its systems may have been ‘hacked’.

The message, allegedly sent by cyber attackers, told ASOS’ data protection officer and IT team that they had “fully compromised the Snowflake instance” and threatened to leak information unless the company engaged with them.

The notification included a link to a newly created Telegram channel called the Xuanye group gateway and referred to Snowflake, a cloud data platform used by companies to store and manage data.

It is not clear how many customers received the message, although many app users have already taken to social media to share screenshots of their notifications.

Internet privacy firm NordVPN chief technology officer Marijus Briedis called the attack “unusually brazen and threatening”.

“The attackers aren’t simply claiming to have breached ASOS – they’re publicly telling the company to engage with them or they will leak what they say they have obtained,” said Briedis.

“What makes it even more concerning is how that threat appears to have been delivered. A message apparently written for ASOS’s data protection and IT teams has instead been pushed directly to customers through the company’s own app notification system.

“That suggests someone has gained unauthorised access to at least part of ASOS’s systems, although we don’t yet know how extensive that access is.

The news comes after a difficult year for the online fashion retailer, which reported revenue of £2.5bn for 2025, down from £2.9bn the previous year, and an operating loss of £212m.

In recent months, ASOS has launched a turnaround, with return of its quarterly digital publication on Substack alongside a limited-edition print publication. The campaign has featured acclaimed stylist Law Roach and make-up artist Pat McGrath.

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