Valentine’s is landing at ASOS, and teams across the business have been busy pulling together edits for every kind of plan — from date night styles to cosy nights in, we’re making sure customers have something for every occasion.
You may have already seen the first shots from our global Valentine’s focus shoot on the Homepage, with more rolling out over the next week. It’s a full colour‑drench story, featuring ASOS DESIGN and Partner Brands in saturated pinks and bold reds, echoing the berry tones we’ve seen bubbling up since Copenhagen Fashion Week. All the products featured feed directly into the WW Valentine’s navigation, where customers can dive into Gifting and Date Night Fits (also spotlighted in menswear), alongside Dresses, Lingerie, Galentines, and Pink & Red.
Everything in the navigation helps bring the Valentine’s story to life, but a few of the edits have had an extra level of craft behind them. Here’s a closer look at the ones shaping the moment:
Galentine’s Day
For everyone choosing a night in with the girls over a big night out, we’ve built a cosy edit designed for maximum comfort. WW Partner Brands are serving the ultimate Galentines edit with pyjamas in playful pyjamas and seriously soft robes — plus the go‑to skincare picks that make a whole night‑in routine easy to shop in one place. It’s a multibrand moment featuring Chelsea Peers, Juicy Couture and Threadbare.
Premium Lingerie Line-Up
Valentine’s is our biggest lingerie moment of the year, and the Premium Valentine’s Lingerie story is already live on the UK homepage. This curated range leans into romantic, trend led styles in flattering fits, elevated lace and playful colours — the kind of pieces that feel special, whether customers are gifting or self-treating. With brands like Dora Larsen, Kat the Label, Wild Lovers and new launch Noblesse Oblige, the edit aims to reinforce ASOS as a go-to lingerie destination.
Gifting: A Fragrance Love Story
And it's not just about finding an outfit but also finding the perfect gift. Face + Body is dropping a Valentine’s Fragrance Story on our UK Homepage for both Him and Her, spotlighting hero scents and niche finds from brands like Marc Jacobs, Coach, Hugo Boss, Kayali and Laboratory Perfume. It supports our second biggest fragrance moment of the year and ties neatly into the wider Valentine’s gifting experience.
Each territory will see a tailored version of these features on the Homepage, shaped by what’s trending and most‑searched locally, so our Valentine’s moment lands in the way that feels most relevant to our customers
