Last Wednesday, we hosted an intimate AW26 Fashion Week dinner at the renowned restaurant Arlington, bringing together some of the industry’s most influential editors, stylists, fashion directors and cultural tastemakers to experience the next chapter of ASOS.
The dinner marked the first physical expression of our fashion reset, bringing our renewed creative ambition to life and putting ASOS back at the heart of the fashion conversation, setting the tone for our wider London Fashion Week programme and showcasing our vision for ASOS as The Stylist.
But this was about more than one night. It was a strategic investment in building ASOS’ fashion authority with the people who help shape a wider fashion conversation. By bringing influential editors, stylists and tastemakers closer to our product, creative vision and teams, we’re building relationships that can translate into future press coverage, product consultancy, partnerships and collaborations.
The response from guests reflected the momentum we’re building. Abigail Hazard, Fashion Director at Wonderland, summed up the sentiment on the night: “Honestly, everything you’re doing at the moment looks great. I can see the change.”
The event also generated social coverage with a combined potential reach of almost 2M, but the bigger opportunity is what comes next. We have a clear engagement plan for every guest and are already exploring how these relationships can deliver long-term value. Among those attending were:
- Naomi Smart, Shopping Director, Vogue
- Julia Hobbs, Senior Fashion Features Editor, Vogue
- Julia Sarr-Jamois, Contributing Fashion Director, Vogue
- Zak Maoui, Style Director, Esquire
- Murray Clark, Head of Editorial Content, GQ
- Ch'Lita, Editor at Large, i-D
- Naomi Pike, Commissioning Editor, ELLE
- Henrik Lischke, Fashion Features Director, Grazia
- Abigail Hazard, Fashion Director, Wonderland
- Emma Bigger, Style Director, SheerLuxe
- Jonelle Awomoyi, Presenter, BBC
- Tianwei Zhang, Market Editor, WWD
