ASOS has unveiled its first dedicated Christmas partywear and gifting campaign, which builds on its own research that customers are seeking more styling advice.
At the heart of the campaign sits the retro-inspired hero film, which features a star-studded cast seeking expert style advice to find the right look or gift for the festive season.
The Hotline concept builds on the retailer’s own research, which found that 68% said knowing what to buy was easier than knowing how to wear it. A third had abandoned a purchase because they could not picture how to wear it.
Responding to the findings, ASOS is now offering outfit-led shopping experiences to help customers discover complete looks rather than individual products through outfit-led merchandising, styling-focused product presentation and features such as ‘Buy The Look’.
The campaign builds on this new focus, with the hero film seeing actress and comedian Ziwe and content creator Farron Clark, who has been appointed ASOS Marketing Insider, field calls from British actor Harry Collett, beauty entrepreneur Toni Brattin, and fashion creator Olivia Neill, each with a style dilemma.
Harry needs an outfit to meet the parents for a date that’s not quite official, while Toni is heading to London for a big event and needs a look to match, and Olivia is searching for a gift for her sister, who’s impossible to buy for. All the stars in the film were styled by Law Roach, whom ASOS appointed Stylist in Residence in September and who also makes an appearance.
The ASOS Hotline’s style advice is backed by a winter fashion edit, spanning ASOS DESIGN, ARRANGE, Topshop and partner brands including Levi’s, Mango and Polo Ralph Lauren, that spotlights trends including 80s power dressing, high-volume silhouettes, plush textures and embellishments.
Roach also styles Ziwe, Olivia and Harry for the digital covers of the ASOS Magazine winter issue.
Vanessa Spence, EVP Brand & Creative at ASOS, said: “Winter is full of moments when you want to look and feel your best, whether that’s a big night out, finding the perfect gift or simply trying something new.
“With ASOS Hotline, we’re bringing together fashion, entertainment and expert styling to help our customers navigate those moments with confidence. It’s a really fun expression of our ambition to make ASOS everyone’s personal stylist, helping people find their style and make every moment their own.”
Law Roach, ASOS Stylist in Residence, added: “I’ve always believed in the power of fashion to give you confidence in how you show up. We all have those moments when we’re getting ready and just don’t know what to wear.
“To have the opportunity to help people work through those style dilemmas and find something that makes them feel good, that’s incredibly rewarding.”
The campaign was created in partnership with creative agency Baron & Baron, photographed by Nicolas Kantor, and brought to life on film by Talia Collis and Peter Bishop.