On Saturday, ASOS partnered with French fashion commentator, creator and ASOS Magazine Contributing Editor, Lyas, to host London’s largest public watch party of London Fashion Week.
Lyas’s La Watch Party has grown from a grassroots gathering in France into one of fashion’s most exciting community-led events. With a shared commitment to creativity, individuality and community, we were excited to partner with Lyas in bringing La Watch Party to the UK for the first time ever and showcase the Chopova Lowena SS27 show live. Founded by Emma Chopova and Laura Lowena, the London-based label has become one of the most distinctive voices in independent British fashion, celebrated for its originality, individuality and creative perspective.
Moments like this strengthen ASOS' position as a trusted trend authority, placing us at the heart of the cultural conversations shaping what's next in fashion. By collaborating with credible voices and creating meaningful access to London Fashion Week, we're continuing to connect fashion fans with the people, ideas and trends defining the future of style.
The energy was evident from the outset, with queues forming around the block before doors opened and guests continuing to arrive throughout the evening. Over 450 fashion lovers attended the event and Fashion Week dressing was in full force, with guests arriving in looks that felt worthy of the front row itself. From emerging trends to individual styling moments, the crowd embodied the creativity and confidence at the heart of our new brand positioning, The Stylist, demonstrating that fashion today is as much about personal expression as it is about the runway.
While London Fashion Week has long been a showcase of creative excellence, this activation was designed to create a space where fashion fans could feel part of the moment rather than simply observe it from afar. The evening combined a live screening of the runway show with interactive moments throughout, including Lyas' pre-show quiz, which gave four lucky guests the opportunity to attend the Chopova Lowena SS27 runway show on the night. Within seconds, they were transported to the runway's secret location at Bloomsbury Lanes to watch it live before returning to La Watch Party to share their experience with the crowd. People do not just want to watch Fashion Week; they want to engage with it, respond to it and make it their own. Through our partnership with La Watch Party and the British Fashion Council, we brought fans closer to the designers, creativity and cultural moments at the heart of London Fashion Week and turned an exclusive moment into a shared cultural experience.
The event also marked an important milestone in the next chapter of ASOS Magazine. Following the day's announcement that Law Roach will join ASOS as our Stylist in Residence, attendees were among the first fashion lovers to celebrate the news in person and get their hands on the first edition of the relaunched ASOS Magazine.
A huge thank you to all the teams involved in bringing this cultural moment to life.
