London, 14 July 2026 – ASOS today announces Rina Lipa as its Style Dilemma Director, a new role created to help customers solve everyday style dilemmas, from a summer wedding to a last-minute weekend away.
Research commissioned by ASOS found that 92% of UK online fashion shoppers aged 18–35 would like to see complete outfits styled for them, while 74% say everyday, trend-relevant fashion inspiration is most useful when deciding what to wear.1 ASOS is responding to that need directly, putting a dedicated stylist's answer one tap away.
The appointment is the latest step in ASOS strategy of co-creating with talent whose style authority resonates with its customers, putting creators and cultural figures at the heart of how ASOS curates, styles and presents fashion, rather than simply fronting campaigns.
That approach is already proving itself. Earlier this summer, Olivia Neill took over ASOS social channels as Out of Office Director, wiping the feed and reimagining it in her own image. The takeover delivered 9 million views and 90% engagement uplift, making it ASOS's most successful social activation to date.
As Style Dilemma Director, Rina Lipa has curated a new pop-up destination on the ASOS app and website built around one question: “What to wear to…?”
The microsite features 25 womenswear and 25 menswear looks selected by Rina for key summer occasions: weddings, holidays, festivals, city breaks and spontaneous plans. Each is a complete, shoppable outfit with styling tips, built around real-life dilemmas rather than product categories.
Rina Lipa, ASOS Style Dilemma Director, said: Style should feel exciting, not overwhelming. So many of us find ourselves asking the same question: what to wear to…? Whether it's a wedding, a holiday, a date night or a festival, this is about helping people find the answer — making getting dressed easier while still letting people express their own style.
Vanessa Spence, EVP of Brand & Creative at ASOS, said:Our ambition is for ASOS to be the stylist in every customer's pocket — curating and styling fashion so people can dress for the moments that matter and feel confident they've got it right. Co-creating with talent like Rina and Olivia is how we do that credibly: they bring a real understanding of how people approach style today, and our customers trust them. This is the first of many ways we'll bring that to life across everything customers see, buy and experience.
The microsite launches Wednesday 15 July with Rina's first edit of 50 looks.
-ENDS-
1 ASOS survey of 1,500 UK online fashion shoppers aged 18–35, conducted in May 2026.
About ASOS
Founded in 2000, ASOS has 17 million active customers in over 200 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.