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The fashion brand ASOS just launched a new campaign celebrating the elements that inspire the latest fashion trends, be it moments, objects, or places.
Made together with creative agency The Or, "Inspired By" gives consumers an insider's view into the ideas behind the fashion giant's curation.
It's marked by a hero spot that follows the "ASOS eye," finding inspiration among a sea of people donning a variety of styles. Here, they display four trends in the fashion brand's new range, including:
- Night Shift by ASOS
- Stable Girl by ASOS
- Power Trip by ASOS
- On Campus by ASOS
The latest efforts were shaped by the insight that 90% of ASOS' target market seeks fashion inspiration beyond celebrity styles and catwalks.
Apart from the spot, the campaign is set to be supported by various out-of-home (OOH) made together with Kintzing photographer Jeff Hahn. These OOH initiatives hope to show passers-by the highlights of ASOS' meticulous fashion curation.
Notably, "Inspired By" marks ASOS' most ambitious campaign to date, with social content, media partnerships, and a fresh new visual identity to captivate its audiences.
"We believe that fashion inspiration can be found everywhere and, as a destination for style, it shapes everything we do," ASOS EVP Customer Dan Elton said in a statement.
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," he added.
By directly showing consumers the styles and spaces it carves inspiration from, ASOS can display its brand identity in full swing, humanizing its image and allowing fashionistas to resonate with the brand better.
Inspiration Is Everywhere
Directed by Somesuch’s Duncan Loudon, the one-minute hero spot kickstarts at a thrift event, where the "ASOS eye" captures inspiration from the many people in the room.
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Viewers are then taken to a car boot sale, eyeing three stylish friends putting together street and luxury looks. Meanwhile, at a chandelier dinner party, the ASOS eye zones in on the guests as they enjoy the night.
Now, in a carnival, inspiration lies in the funfair carousel, and the group of friends walking away from the ride.
Lastly, in a warehouse, the eye finds a lone set of overalls hung on the wall, before a stylish club party ensues, closing the spot.
"Inspired by," the screen reads, as the commercial ends.
Recently, fashion house Neiman Marcus launched "A Neiman Fantasy" in time for the holidays.
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