Asos introduces its innovative brand campaign, ‘Inspired By’, tapping into everyday sources for fashion inspiration.
- With approximately 90% of its audience moving beyond catwalks for influence, Asos shifts focus to everyday inspirations.
- ‘Inspired By’ showcases four key trends: Night Shift, Stable Girl, Power Trip, and On Campus.
- This campaign, developed by The Or, spans cinema, social media, live events, and more.
- Dan Elton emphasizes Asos’s goal to inspire through accessible, culture-driven styles.
Asos has launched an inventive brand platform named ‘Inspired By’, aimed at connecting the stories and locales behind today’s fashion trends. By reflecting the move of about 90% of its target audience towards inspirations other than traditional catwalks and celebrities, this platform underscores Asos’s strategic pivot to everyday sources of style influence.
The ‘Inspired By’ initiative showcases four primary trends: Night Shift, Stable Girl, Power Trip, and On Campus. This contemporary range exemplifies Asos’s commitment to capturing the diverse origins of modern fashion.
Collaborating with the creative agency The Or, Asos has embarked on what it terms its ‘most ambitious brand campaign to date’. This 360-degree campaign is extensive, encompassing a multitude of channels including cinema, video on demand, out-of-home media, social platforms, media alliances, live events, and a rejuvenated visual identity. Directed by Somesuch’s Duncan Loudon, the campaign’s hero film is currently being broadcast across various platforms.
Dan Elton, Asos’s Executive Vice President of Customer, highlighted the omnipresence of fashion inspiration. He stated, ‘We believe that fashion inspiration can be found everywhere and, as a brand focused on style, it influences all our undertakings. From television and our origins as ‘As Seen on Screen’ to urban environments and social media, we’ve always been engaged in making culture readily accessible through styles and trends.’
Echoing his sentiments, Or’s creative partner Charlene Chandrasekaran expressed enthusiasm in collaborating with Asos, remarking on the brand’s constant quest for originality: ‘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 aim to inspire people to find originality everywhere, just like Asos does – free from constraints of time or place.’
The ‘Inspired By’ campaign marks a significant step for Asos in redefining its fashion narrative through diverse and accessible inspirations.
