LONDON, 19 September 2026 - ASOS today announces Law Roach as its first-ever Stylist in Residence, a new role that will see the acclaimed Image Architect work closely with the brand to help shape its fashion point of view through styling.
As Stylist in Residence, Law will bring his distinctive approach to styling and cultural storytelling into the heart of ASOS, working closely with its teams. Customers will see his influence throughout ASOS, from styling seasonal campaigns, to sharing his perspective on how to wear key pieces.
The partnership launches this autumn, with Law styling six covers for the relaunch issue of ASOS Magazine, which serve as inspiration for a shoppable edit curated by the ASOS team. Together, the six edits bring maximalist dressing and statement tailoring to elevated layering and modern heritage influences, to life for ASOS customers.
The appointment is an important expression of ASOS’ role as The Stylist. At a time when customers have more choice than ever before, ASOS is helping people cut through the noise, discover what works for them and build personal style with confidence. Through expert styling, inspiration and advice, ASOS aims to make getting dressed feel less overwhelming and more empowering.
New research commissioned by ASOS found that two-thirds (68%) of consumers say knowing what to buy is easier than knowing how to wear it. The findings point to a growing desire for style guidance, inspiration and confidence when getting dressed. Law’s appointment brings that vision to life. Across the partnership, he’ll interpret each season through his own creative lens, helping customers discover what works for them, develop their personal style and approach fashion with greater confidence.
Widely regarded as one of the defining stylists of his generation, Law has transformed the role of the stylist within contemporary culture. His work with some of the world’s most recognised talent, including Zendaya, Celine Dion, Ariana Grande and Anya Taylor-Joy, has made him one of fashion’s most influential creative voices. He’s also the first-ever recipient of the CFDA’s Stylist Award and has been recognised by The Hollywood Reporter as one of Hollywood’s most powerful stylists. His work is recognised for its strong image-making, storytelling and self-expression.
The launch will also come to life during London Fashion Week, with ASOS partnering with Lyas on La Watch Party - bringing the platform’s distinctive take on fashion, commentary and community into the heart of the LFW conversation. Together, these moments bring to life ASOS’ vision of style as something shaped not only by what we wear, but by the experts, creativity and cultural conversations behind it.
Law Roach said:I’ve always been fascinated by the power of fashion to transform how people see themselves and how they show up in the world. What excites me about ASOS is the opportunity to help more people discover their own point of view through style. There’s incredible creativity within the brand, and together we’ll be exploring new ways to bring inspiration, great product and original ideas to customers throughout the year.
Vanessa Spence, EVP Brand & Creative at ASOS, said: Law is one of the most influential creative voices in fashion today. What makes him exceptional is his ability to use style to build confidence, tell stories and shape culture.
At ASOS, we’re focused on helping customers discover what works for them, understand how to wear it and make it their own. As we continue establishing ASOS as The Stylist, Law’s extraordinary eye, creative instinct and deep understanding of fashion culture will help us bring even more inspiration and confidence to our customers.
The partnership will launch on 19 September 2026 with Law’s creative work for ASOS rolling out across campaigns, styling content and cultural storytelling, inviting customers everywhere to Style Your Moment.
Further moments from the partnership will be announced throughout the year.
About ASOS
Founded in 2000, ASOS has 17 million 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.