A/W 2021 Brand Relaunch

ASOS stands as an iconic fashion retailer deeply ingrained in British culture, revolutionising the way we shop for fashion globally. A £4 billon pound brand with a staggering 23M+ active customers, ASOS has become a powerhouse in the fashion industry. Employing over 4000 individuals worldwide and boasting a diverse inventory of 850+ partner brands and 20+ owned brands, ASOS is not just a retailer; it's a cultural phenomenon.

Building upon the newly forged brand strategy, ASOS launched its to-date largest cross-market advertising campaign spanning the United States, France, Germany, and the United Kingdom.
With a seven-figure investment, this campaign aimed to resonate with the coveted 20-something demographic, aligning with ASOS's core audience.

At the heart of the push is a spot directed by Ricky Saiz, which features lives playing out in different cities to show how fashion inspiration comes from everywhere. It features up-and-coming musician Sasha Keable, philanthropist Eva Apio and activist Gabrielle Richardson, aka Frida Cash Flow. The influencers also submitted self-filmed footage for inclusion in over 150 pieces of work that will run across social media during the campaign’s run.

The advertising campaign exemplifies ASOS’s commitment to innovation and staying ahead of the curve in the ever-evolving fashion industry. By harnessing the power of creativity and collaboration, ASOS continues to redefine the boundaries of fashion retailing while solidifying its status as a cultural icon globally.

“ASOS continues to double down on marketing with international ad campaign”

— The drum

“ASOS invests in multi-million international ad campaign for key Christmas period”

— THe industry

“ASOS launches multi-territory advertising campaign”

— The Retail gazette