Asos has introduced a groundbreaking brand campaign, emphasizing the unique influences behind fashion trends.
- The campaign, titled ‘Inspired By’, focuses on diverse locations that shape contemporary styles.
- A significant shift in fashion inspiration is seen as consumers move away from traditional sources.
- With four distinct trends, this campaign showcases Asos’s creative prowess and innovation.
- Key figures from Asos emphasize the brand’s ongoing mission to offer fresh and relevant fashion inspiration.
In a move that marks a new chapter for the online fashion retailer, Asos has launched its most ambitious brand campaign to date. The campaign, known as ‘Inspired By’, aims to celebrate and highlight the unique moments, places, and objects that inform and inspire the latest fashion trends. By focusing on a range of diverse locations, Asos seeks to bring to life the stories behind these inspirations and connect them with their audience.
A significant aspect of the ‘Inspired By’ campaign is the shift in the fashion inspiration landscape. Asos has identified that nearly 90% of its target audience now looks beyond traditional sources, such as catwalks and celebrity endorsements, for fashion inspiration. This change has been pivotal in shaping their campaign, which emphasizes the brand’s creative potential and aesthetic exploration.
The campaign introduces four key trends: Night Shift, Stable Girl, Power Trip, and On Campus. Developed by creative company The Or, the 360-degree campaign incorporates various media forms, including cinema, video on demand, out-of-home advertising, social content, media partnerships, live events, and a new visual identity. Asos considers this strategy as a flagship effort to redefine their brand image and reach.
Dan Elton, Asos EVP of Customer, stated, “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.”
Furthermore, Charlene Chandrasekaran, creative partner at The Or, shared insights on the collaborative process with Asos, expressing, “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.”
This campaign positions Asos at the forefront of fashion innovation, redefining inspiration and creativity.
