Once upon a time, catwalks and celebrities determined what was in and what was not in fashion. Those days are over. Now fashion inspiration can come from anywhere. For 90% of ASIOS’ audience that might be a tattoo on the back of girl you see in a nightclub, or a bunch of flowers growing in a garden.
Fashion advertising is also evolving. The moody, mystical [read: unfathomable] “stories” are increasingly being replaced by creative adventures that are less about establishing an aura for the brand and more about being relatable.
ASOS aligns itself with its audience in a campaign that also shows how it curates its own collections. The hero film, directed by Somesuch’s Duncan London, follows the ‘ASOS eye’ as it hunts for inspiration in various unexpected locations; a yearbook found at a carboot sale, a funfair carousel, a dinner party chandelier and a set of overalls in an abandoned warehouse. Each of them serves as the inspiration for real fashion available to purchase on ASOS.
Inspired By takes what ASOS does best, drawing inspiration from countless places to inform trends and fashion, and brings it to life by telling the story behind the curation. It is ASOS’s first major brand platform and the first work from The Or for ASOS since it won the account in July of this year.
The four trends featured in the new range are Night Shift by ASOS, Stable Girl by ASOS, Power Trip by ASOS and On Campus by ASOS.
The full campaign covers cinema, as well as VOD, OOH, social content, media partnerships, live events, and a new visual identity and it is ASOS’ most ambitious brand campaign to date.
The OOH content, shot by Kintzing photographer Jeff Hahn, captures the notion behind Inspired By, that fashion inspiration comes from everywhere, allowing passers-by to acknowledge the creative process behind ASOS’s fashion curation. Social films, directed and shot by Mana Kimura-Anderson, on TikTok and Instagram, focus on each of the four trends, exploring moments of inspiration and the fashion that this reflects.
Dan Elton, EVP Customer at ASOS, commented, “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.”
Charlene Chandrasekaran, creative partner at The Or, added, “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. 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.”
Credits
Agency: The Or London
Executive Creative Directors: Charlene Chandrasekaran & Dan Morris
Creatives: Sebastian Covino, Tom Snell, Dylan Hartigan & Jacob Hellström
Production Partner: Metz ti Bryan
Senior Producer: Georgina Moran
Producer: Jonjo Lowe
Strategy Partner:Sarah Oberman
Senior Strategists: Ayoade Bambgoye & Benedita Leitao
Managing Partner:Paulo Salomao
Group Brand Directors: Mitch Lovich & Inês Rollason
Project Manager: Moses Odubiyi
PR Director: Hannah Currey
Client: ASOS
Executive Vice President – Customer & Marketing: Dan Elton
Head of Global Customer Marketing: Livvy Thompson
Global Marketing Lead: Anita Hossain
Executive Vice President Creative: Vanessa Spence
Studios Director: Pete Davies
Head of Creative Studios: Tim Carey
Fashion Lead: Liv Stoddart
Senior Fashion Editor: Ben Van Den Broek
Fashion Assistants: Ellen Green, Olive Leitch & Grace Thompson
Head of Social, Talent & PR: Amy Norris
Social Content Creator: Lotte Williams
Talent Lead: Ben Harris
Head of Model & Talent: Alex Cattel
Social Support: Ellie Shillaker
Senior Media Planning Manager: Leila King
Production Company: Somesuch
Director: Duncan Loudon
Executive Producer: Danielle Manca
Head of Production: Georgina Fillmore
Producer: Andrew Rawson
Production Manager: Beatrice Guistini
Production Assistant: Jack Woodcraft
Talent Coordinator: Abbey Valentine
1st Assistant Director:Clara Paris
DOP: Guiseppe Favale
Costume Designer: Ellie Walker
Chief Make-Up Artist: Jess Summer
Casting: Jinjo + Talent Talks
Co-Founder and Casting Director: Alex Cowburn
Editing: Marsheen
Editor: Ben Crook
Colour: Etc
Colourist: Connor Coolbear
Post & Sound: Creative Outpost
Senior Sound Designer: Alex Wilson-Thame
Senior VFX Artist: James “Krispy” Cornwell
Music Supervision: The Hogan
Photographer: Jeff Hahn @ Kintzing
Torgeir Rorvik & Abbie Frisk: Photo Assistants
Photo Agent: Charlotte Beardow
Social Director: Mana Kimura-Anderson
MGFX: Christos Mavridis
Colourist: Ella Soryl
