ASOS, the online destination for fashion-loving 20-somethings, recently revealed a new campaign in the US and UK, highlighting its Autumn/Winter 2022 womenswear collection. The campaign, created by talent across McCann Worldgroup, including McCann Paris and Gotham New York and directed by the award-winning team We.Are.From.LA., pulls inspiration from the ways the many screens of today encourage unique, individual takes on one’s own style.

The tagline of the campaign, 'Feed Your Style,' is an evolution of the original acronym 'ASOS' (As Seen On Screen) reflecting the infinite ways ASOS customers express themselves through fashion. Everyone is welcomed to ASOS’ vast fashion and Face + Body destination to find the items they need to enhance their own personal style. Whenever inspiration strikes through social media, browsing the ASOS website, or out in the world, customers can feed their highly individual, unique vision on ASOS, mixing and remixing different garments and accessories as they see fit.

John Mooney, global brand creative director, commented, “We’re really excited to have created and launched this new advertising campaign alongside the talent at McCann. The creative was designed to arouse an emotional response in our audience, showcasing the joy fashion and style brings as well as bringing cultural relevance to help position ASOS as the most inspirational and aspirational fashion destination for fashion-loving 20-somethings.”

“We wanted to create a new campaign and a new world for the ASOS generation – a celebration of personal style where people can discover new items and remix them in whatever fast, flashy, colourful and fun ways they like,” said Julien Calot, CCO of McCann Paris. “From friend’s stories to social challenges to unexpected situations that catch our eye as we scroll through our daily feeds – everything serves as inspiration and expands our idea of the possibilities of style.”

The campaign launched in early September and will incorporate online, digital, and social elements as well as wild postings in Los Angeles and New York City.