British online fashion retailer ASOS has appointed Law Roach to the newly created role of Stylist in Residence, extending its customer proposition beyond product discovery into practical styling advice.
The creative partnership begins on 19 September, with Roach working alongside ASOS teams to shape the retailer’s fashion perspective across seasonal campaigns and styling content.
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His first project is the relaunch issue of ASOS Magazine, for which he has styled six covers. Each cover will inform a shoppable edit curated by ASOS, translating the creative direction into products available through the retailer.
The six edits feature looks built around maximalism and statement tailoring, alongside elevated layering and modern heritage influences. Further projects involving Roach will be announced throughout the year.
Styling guidance supports ASOS strategy
The appointment forms part of ASOS’ strategy to position itself as “The Stylist”, helping customers understand how individual products can work within complete outfits and existing wardrobes.
Research commissioned by ASOS among 1,952 UK consumers found that 68% consider knowing what to buy easier than knowing how to wear it. Some 64% said the fashion industry provides too many options without enough guidance, while 33% had abandoned a purchase because they could not picture how they would wear it.
The retailer has already introduced outfit-led merchandising and its Buy The Look feature. It has also launched an AI Stylist through ChatGPT, offering personalised outfit recommendations in the UK and US.
ASOS placed style guidance at the centre of its autumn 2026 campaign, which included the return of ASOS Magazine as a quarterly digital publication and limited-edition print issue.
Roach said: “I’ve always been fascinated by the power of fashion to transform how people see themselves and how they show up in the world. What excites me about ASOS is the opportunity to help more people discover their own point of view through style.”
Roach brings red-carpet experience to ASOS
Roach has worked with Zendaya, Celine Dion, Ariana Grande and Anya Taylor-Joy. He also became the first person to receive the Council of Fashion Designers of America’s Stylist Award.
Vanessa Spence, EVP Brand & Creative at ASOS, said his understanding of fashion culture would support the retailer’s efforts to help customers identify, wear and personalise products.
The partnership will extend into London Fashion Week through an ASOS collaboration with Lyas on La Watch Party this evening, combining fashion commentary with community-led coverage. Roach’s work will continue to roll out across ASOS campaigns and customer-facing styling content over the coming year.