Asos Ad Speaks to People with ‘Fluid’ Fashion Identities

Fashion inspiration comes from old photos, a carnival, and a chandelier in a new brand platform from online retailer Asos that targets shoppers who are less influenced by what’s being worn by models and celebrities.

“Inspired By” speaks to a growing trend of people seeking style inspiration from beyond traditional fashion sources like runways. The campaign is the first work for Asos from London-based agency The Or, which won the account in July.

A hero film, directed by Duncan Loudon through production company Somesuch, shows off the many ways people decide what to wear, from reviving throwback styles in old yearbooks, to admiring patterns on a rolling pin or carousel horse, to dancing in traditional workwear. 

A page on Asos.com allows consumers to shop each of the looks showcased in the ad, including items from Carhartt, Wrangler, and Gant. Additional films directed by Mana Kimura-Anderson spotlight the four trends on TikTok and Instagram.

The Or strategy partner Sarah Oberman told ADWEEK that the campaign was based on research that found 89% of consumers believe that fashion inspiration can come from everywhere.

“The traditional gatekeepers of fashion — catwalks and celebrities — no longer have our audience in the same grip hold,” Oberman said. “They seek inspiration from books, their nan, films, art, music, and characters – basically from the street, the screen, and everything in between.”

While Oberman said the campaign is not targeting a specific demographic, the diverse styles in the ad could appeal to Gen Z, who tend to be less committed to a particular fashion identity.

“They want fluidity to move through trends, ideas, and versions of themselves as they please. They’re looking for brands at the very least to understand that, and then they’re needing that to be executed in a way that feels authentic and contributes to the conversation, rather than just copying it,” she said.

The ad will run across TV and cinema, supported by out-of-home shot by photographer Jeff Hahn. The campaign launched with an immersive live shoot from photographer Ciesay-San and music from Mahalia and Omar+. Another event focused on one of the trends is in the works.

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