Asos has launched its first ever major brand platform entitled “Inspired By” with the aim of showcasing places, moments and objects behind the latest fashion trends.
Developed by The Or, which was selected as Asos’ agency of-record in July, the new 360-degree campaign consists of cinema, video-on-demand, out-of-home and social media content.
Directed by Somesuch’s Duncan London, the film and cutdowns are live across TV and cinema. It follows the Asos eye as it hunts for inspiration in various unexpected locations including a yearbook founded at a carboot sale, a funfair carousel, a dinner party chandelier and a set of overalls in an abandoned warehouse.
The film will also be supported by out-of-home content photographed by Kintzing photographer Jeff Hahn which captures the notion that fashion inspiration comes from everywhere in a nod to the creative process behind the online retailer’s fashion curation.
The Or creative partner Charlene Sandresekaran said: “It’s been a joy to work alongside such an iconic British brand like ASOS. When you get under the hand-embroidered jacket of the brand, you really see the constant desire to seek out new and untapped inspiration running through its DNA.”
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“We want to inspire people to see originality everywhere, just like ASOS does – uninhibited by time or place, and help establish the brand as the ultimate curator of fashion.”
The campaign kicked off with a launch event from Earnies and 1901 earlier this month and offered an immersive live shoot experience with celebrity photographer Ciesay-San and performances from praised musicians Mahalia and Omar+.
An upcoming live event will build on the platform and allow the public to immerse themselves in the concept behind “Inspired By” and brings to life one of the four trends featured in Asos Autumn/Winter 2024 collection.
Asos customer EVP Dan Elton added: “We believe that fashion inspiration can be found everywhere and, as a destination for style, it shapes everything we do. From TV and our roots as ‘As Seen on Screen’ to the streets to social media, we’ve always translated culture into accessible styles and trends. We’re here to inspire our customers by continually exploring and bringing them the freshest, most relevant products.”
