Online retailer and fashion brand Asos has selected The Or as its creative agency, following a competitive pitch process.

Following the partnership, The Or will work closely with Asos to develop a long-term brand platform as part of the retailer’s core marketing strategy.

“Asos is all about bringing trends and culture to our audience through a fashion lens,” said head of global customer marketing at the online platform, Livvy Thompson.

“We’ve seen lots of success since focusing on the Asos brand and look forward to supercharging that work with The Or. The agency’s demonstrated strategic and creative know-how will prove invaluable in helping us continue connecting with fashion-lovers.”

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Managing partner at The Or, Paulo Salomao, commented: “Asos is a style staple for the UK market, helping us to discover new trends and transform our wardrobes at the click of a button.

“Fashion is currently undergoing an incredible evolution, not just in the way we shop but in what consumers want from the brands that they choose. We are thrilled to help guide Asos through this landscape, offering creative solutions to further cement the brand’s place at the heart of British culture.”

Earlier this year, the fashion retailer named VaynerMedia as its new global strategic creative and media agency, with a focus on building the brand with a full funnel marketing approach throughout 2024.

The pitch was run through AAR, which helps brands identify and appoint the right agency partner for their needs.