Everyone wears denim. We're just making sure ASOS is where they come to find it.
Last week, we kicked off our new STYLED FOR DENIM TIMES campaign with an open casting in partnership with IMG Models. The event forms part of a three-part drop of content reclaiming denim for the people. The idea behind the campaign delivery was to engage our customers in real time: report live from the casting day, show real people across different denim styles, and pull it all together in a physical guide that makes choosing and styling denim feel easy.
Denim continues to be one of our biggest categories, driving repeat demand and pulling customers into other parts of the site. February is also the industry’s peak denim moment, so it’s the right time for us to show up with confidence.
Inside the Casting Day
Over 4,000 people applied. IMG shortlisted 250 fresh faces to attend our open casting day last Tuesday, where we took over the 4th floor at GLH. Each person was styled in white tees and denim from ASOS DESIGN and partner brands, before stepping onto one of three sets for their moment in front of the camera. Beyond the casting itself, we also built out a few extra moments, a denim-themed selfie space, a polaroid casting wall, and a video station, so everyone had a chance to create something personal. As the day wrapped up, our casting team worked into the evening with IMG Models to lock in nine new faces to feature in the final campaign shoot. You can read more about the final 9 models chosen in THE DENIM TIMES newspaper.
The Final Shoot
Our final campaign shoot was all about giving our new cast the space to show off this season’s hero shapes and signature washes. With a cast who brought their own individuality to the shoot, we shot on a clean, monochrome set that stripped everything back so the denim could really take the lead. You can see a sneak peek of some of the final images below.
Images from the campaign shoot will sit alongside content from our fit guide shoots and open casting day in a tangible newspaper, which offers a behind-the-scenes look at our campaign and the ultimate fit and style guide for our customers.
Where the Story Goes Next
The final part of this campaign is spreading the news. Tomorrow, ten thousand copies of THE DENIM TIMES will be printed and distributed by brand ambassadors around London. The newspaper will include images from the final shoot, insights from our creatives, and a full style and fit guide. We know there’s a huge amount of choice in denim right now, and customers can find it hard to figure out what’s right for them, especially now that there’s no single dominant silhouette. Since skinny dropped out of favour, the real shift has been toward variety. The guide breaks down the key shapes and washes in rotation this season and more importantly, shows how to style them.
This campaign has been a huge team effort, so thank you to everyone involved!
