Online fashion retailer ASOS has launched an autumn campaign focused on styling advice, supported by the September return of ASOS Magazine and a London Fashion Week pop-up.
Launching today, 13 August, the campaign looks to take customers behind the scenes of fashion through advertising, social content and customer experiences.
ASOS said the concept responds to customer demand for more styling guidance alongside product choice, with its research finding that 68% of consumers consider knowing what to buy easier than knowing how to wear it. Research also found that 53% said complete outfits and styling ideas would help them make better fashion decisions.
“Part of the joy of fashion is everything that happens behind the scenes,” said Vanessa Spence, EVP Brand & Creative at ASOS. “This campaign gives customers a seat at that table, opening up the world behind the season in a way that’s inspiring, accessible and relevant to how they want to dress today.”
ASOS has also assembled an autumn edit spanning ASOS DESIGN, Topshop and its partner brands, featuring transitional jackets, premium suede, delicate lace and zebra prints, alongside berry tones, fruit motifs and periwinkle blue.
The campaign was created with agency Baron & Baron, with photography by Sarah Blais and films from Emir Eralp and Jake Scott.
ASOS Magazine returns in September
The campaign also celebrates the relaunch of ASOS Magazine as a quarterly digital publication on Substack, accompanied by a limited-edition print edition. The title will cover fashion, beauty and culture, with details of its first cover star and editorial leadership due in the coming weeks.
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What ASOS has already announced is that make-up artist Pat McGrath has joined the editorial team as Guest Beauty Curator, while La Watch Party founder Elias Medini, known as Lyas, will serve as Contributing Editor. Freelance Brand and Social Media Strategist Farron Clark has been appointed Marketing Insider and will help shape the publication and its wider cultural coverage.
“Beauty and fashion have always been for everyone,” McGrath commented. “What I love about fashion now is that inspiration has no price point. As Guest Beauty Curator, I’m looking forward to sharing what I’ve learned about beauty, creativity and self-expression in a way that everyone can make their own.”
Lyas added: “The most exciting thing about fashion is everything behind it. It’s the people, the creativity and all the stories that shape what we wear. I’ve always loved how ASOS makes fashion feel accessible, and I’m excited to be joining the editorial team to celebrate all the things that make people fall in love with fashion in the first place.”
London Fashion Week pop-up planned for Covent Garden
The digital campaign will also extend into physical retail through a five-day experience in Covent Garden during London Fashion Week in September.
Visitors will be offered styling sessions and interactive activities, including the opportunity to create a digital ASOS Magazine cover. Further details about the experience are to be announced soon.
The campaign follows several customer and creative appointments at ASOS during 2026. The retailer recently named Rina Lipa as its first Style Dilemma Director and named former Amazon executive Lizzie Jones as Global Head of Trading. It also appointed former Stella McCartney visual lead Andrew Tiller as Creative Director.
It also arrives two days after ASOS confirmed changes to its senior team, with two executive vice-presidents due to leave on 31 August.
The retailer, which serves 17 million active customers in more than 100 markets, noted that it is moving from restructuring towards growth and improved customer performance.