Research commissioned by ASOS found that 92% of UK online fashion shoppers aged 18-35 would like to see complete outfits designed for them, while 74% say everyday fashion inspiration relevant to trends is most helpful when deciding what to wear. ASOS answers that need directly, putting the response of a dedicated stylist just a touch away.
ASOS has appointed Rina Lipa as Style Dilemma Director and will launch a shoppable “What to Wear for…?” microsite in your app and website. The first edition presents 50 complete looks of women's and men's clothing for weddings, vacations, festivals, city breaks and spontaneous plans. The role follows ASOS research showing that 92 per cent of UK online fashion shoppers aged 18 to 35 want complete outfits designed for them.
The appointment is the latest step in ASOS' strategy to co-create talent whose style authority resonates with its customers, putting creators and cultural figures at the center of how ASOS selects, styles and presents fashion, rather than simply fronting campaigns.
That approach is already proving effective. Earlier this summer, Olivia Neill took over ASOS' social channels as out-of-office director, deleting the feed and reimagining it in her own image. The acquisition generated 9 million views and a 90% increase in engagement, making it ASOS's most successful social activation to date.
As Director of Style Dilemma, Rina Lipa has curated a new pop-up destination on the ASOS app and website built around one question: “What to wear to…?”
The microsite features 25 women's fashion looks and 25 men's looks curated by Rina for key summer occasions: weddings, vacations, festivals, city breaks and spontaneous plans. Each is a complete shoppable outfit with styling tips, created around real-life dilemmas rather than product categories.
Rina Lipa, director of style dilemmas at ASOS, said: “Style should be exciting, not overwhelming. Many of us ask the same question: what to wear…? Whether it's a wedding, a holiday, a date night or a festival, it's about helping people find the answer: making dressing easier while allowing people to express their own style.”
Vanessa Spence, executive vice president of brand and creative at ASOS, said:Our ambition is for ASOS to be the stylist in every customer's pocket: curating and designing fashion so people can dress for important moments and feel confident they've done it right. Co-creating with talent like Rina and Olivia is how we do it credibly – they bring a real understanding of how people approach style today and our clients trust them. This is the first of many ways we will bring to life everything customers see, buy and experience.
The microsite launches on Wednesday, July 15 with Rina's first edition of 50 looks.
Note: The headline, ideas and image of this press release may have been refined by Fibre2Fashion staff; the rest of the content remains unchanged.
Fiber2Fashion News Desk
