ASOS, which prides itself on being the ultimate fashion destination for fashion-obsessed millennials, is looking to the next generation with a collection for “the coming age”, Collusion.
Launching worldwide on 1 October the collection has been created by a group of six students, stylists, activists, image-makers, authors and YouTubers, who were assembled by ASOS to act as brand consultants.
Their brief was to create a wardrobe that would appeal directly to themselves and their Gen Z peers. It will be launched with a campaign featuring 100 young people who are due to turn 18 this year with each of them shot in environments that are authentic to them.
Each one of them is asked in the campaign: “What do you wish for, in the year you come of age?” The aim is for the campaign to act as a “visual census of Britain’s youth at a unique moment in time”.
ASOS is promising more details on the collection and its collaborators soon but it said the Collusion concept will not be set in stone and new collaborators will be introduced with each collection.
“The label targets a new generation and as such, real members of that audience – chosen for their commanding voices – will continuously be invited to reimagine and reshape what Collusion is,” the etail giant said.