London, 20 October 2026 – ASOS today announces the appointment of Nick Goodchild as AI & Creative Studios Director, bringing together deep creative and studio expertise integrating AI into content production at scale.
With more than 20 years’ studio experience, Nick brings a combination of creative leadership and commercial focus to the role. At ASOS, he’ll lead AI Studios, a cross-functional programme exploring how AI can complement existing studio expertise to create richer, more personalised shopping experiences. His role will also include implementing the use of AI across creative content production, enabling ASOS to create inspiring and engaging content for customers.
The appointment reflects ASOS' continued investment in creativity and innovation as it strengthens its position as The Stylist, helping customers discover trends, build looks and find fashion with confidence through inspiring content and more personalised and seamless experiences.
Nick joins ASOS from PVH, where he spent eight years at Tommy Hilfiger and most recently served as Vice President, Brand Transformation and Studio. During his time there, he led the brand’s global AI taskforce, helping to explore how emerging technology could support creative and studio operations.
Vanessa Spence, Executive Vice President, Creative at ASOS, said:Nick brings a rare combination of creative leadership, studio expertise and practical experience of using AI to transform content production. As we continue to strengthen our Stylist proposition and bring our personalised fashion offer to life, his perspective will be invaluable in helping us unlock new creative possibilities while strengthening the speed, scale and impact of our work.
Nick Goodchild, AI & Creative Studios Director at ASOS, said:ASOS has always stood out for its creative energy and its ability to connect with fashion lovers in a relevant and engaging way. I’m excited to join the team and explore how AI can enhance that creativity, giving the team new tools, enabling smarter ways of working and helping us create even more inspiring content for our customers.
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About ASOS
Founded in 2000, ASOS has 16m active customers in over 150 markets. We bring fashion lovers around the world the best and most relevant fashion through our unique own brands, including ASOS DESIGN, ARRANGE, COLLUSION, Topshop, and Topman, styled with the most exciting products from local and global partner brands. With our expert in‑house design team and agile and flexible commercial model, including ASOS Fulfilment Services, Partner Fulfils, and Test & React, we make the latest trends accessible to all and give customers the confidence to be whoever they want to be.