Asos has introduced a new campaign, ‘Inspired By’, focusing on unique fashion inspirations.
- The campaign shifts focus from traditional sources, using diverse locations as a muse.
- Nearly 90% of Asos’s audience seeks fashion inspiration beyond celebrities and catwalks.
- This campaign features four trends: Night Shift, Stable Girl, Power Trip, and On Campus.
- Asos describes this initiative as their most ambitious brand campaign yet.
Asos, a major player in the online fashion industry, has launched a brand platform named ‘Inspired By’, designed to celebrate the diverse elements that fuel contemporary fashion trends. This new initiative diverges from traditional fashion inspirations, such as catwalks and celebrity styles, and instead draws from a variety of unique locations and experiences.
Highlighting that almost 90% of its target demographic seeks inspiration beyond common celebrity and runway sources, Asos aims to capture the growing trend of finding style influences in everyday sights and locations. This approach aligns with Asos’s long-term strategy to showcase its creative capabilities and influence in the fashion world.
The ‘Inspired By’ campaign introduces four distinct fashion trends: Night Shift, Stable Girl, Power Trip, and On Campus. Each theme represents different cultural influences and styles, carefully curated to appeal to a broad audience. Developed in collaboration with the creative firm The Or, the campaign is comprehensive, spanning across cinema, visual on-demand platforms, out-of-home advertising, social media content, media collaborations, live events, and enhanced visual branding.
A central element of the campaign is a hero film, directed by Duncan Loudon from Somesuch, which is broadcast across television and cinema to reach a wider audience. Speaking on the new initiative, Asos EVP of Customer, Dan Elton, commented on the campaign’s impactful message: “We believe that fashion inspiration can be found everywhere.”
Or’s creative partner, Charlene Chandrasekaran, expressed enthusiasm about working with Asos, noting the brand’s continuous quest for new, untapped sources of fashion inspiration. “It’s a joy to work alongside such an iconic British brand like ASOS,” she remarked, highlighting the brand’s potential to inspire originality unbounded by time or place.
Asos’s ‘Inspired By’ campaign clearly positions the brand as a forward-thinking and inclusive fashion leader.
