To celebrate the holiday season, we created a campaign for the online fashion retailer that demonstrates the stretch of their product offering. ASOS believes that what you wear tells a story about you. Centred around this core premise, the creative showcases both the outfit and the curator behind it.
Each execution is a journey of fashion discovery; a narrative about the outfit and the model, and the role that asos plays in that fashion story. We illustrated the breadth of the product offering by by creating a series of portrait studies of the home environments of the consumer types that Asos had identified. The idea being that your home environment is simply an extension of your wardrobe. Photographer Todd Selby was selected for his well honed attention to meticulous detail as demonstrated on his blog The Selby. Pen portraits of the different consumer types were created and location & casting briefs drawn up from that point. The imagery was shot over 3 days and applied to a very simple designed grid, created to lend an editorial feel to the campaign.