ASOS takes customers behind the style with new autumn campaign

Pat McGrath, Lyas and Farron Clark front ASOS' Autumn Campaign

London, 13 August 2026 – ASOS today launches a new autumn campaign that takes customers behind the scenes of fashion. Inspired by growing demand for style inspiration and guidance, the campaign celebrates the creativity, expertise and cultural influence that shape what we wear.

The campaign unfolds across a series of ads, social content and customer experiences. From office whispers and fitting-room decisions to the final cover star reveal, it takes customers closer to the moments that shape a season.

At the heart of the campaign is the return of ASOS Magazine, relaunching this September as a quarterly digital publication on Substack, alongside a limited-edition print publication. ASOS enters a new era, the title brings together influential voices from fashion, beauty and culture, giving customers a front-row seat to the ideas, conversations and personalities shaping modern style. Industry legend Pat McGrath features as Guest Beauty Curator, while Founder of La Watch Party, Elias Medini (Lyas), joins as Contributing Editor. Creator Farron Clark joins as Marketing Insider, helping shape the publication’s direction and wider cultural conversation. Further details on the first issue, editorial leadership and cover star will be announced in the coming weeks.

The campaign arrives as new ASOS research highlights growing desire for style guidance and inspiration. ASOS found that two thirds (68%) of consumers say knowing what to buy is easier than knowing how to wear it, while over half (53%) say complete outfit inspiration and styling ideas would help them make better fashion decisions. These findings reflect a growing desire for confidence, inspiration and curation alongside choice. The campaign responds to that demand by helping customers understand not just what to wear, but how to wear it.

Bringing the campaign to life beyond digital channels, ASOS will host a five-day immersive experience in Covent Garden during London Fashion Week. The pop-up will invite customers into the world of ASOS through styling sessions, interactive experiences and the opportunity to create their own digital ASOS Magazine cover.

Alongside the campaign, ASOS is unveiling a curated edit of autumn fashion shaped around the season’s key trends and investment pieces. This season sees a focus on transitional jackets, premium suede and delicate lace, alongside statement zebra prints, rich berry tones, playful cherry and grape motifs, and pops of periwinkle blue. Spanning ASOS DESIGN, Topshop and partner brands, the edit has been curated to help customers navigate the season’s most important trends through wearable styling solutions and complete outfit inspiration.

Vanessa Spence, EVP Brand & Creative at ASOS, said:Autumn is one of the most exciting moments in fashion. It’s when people are discovering new trends, finding fresh ways to wear them and thinking about how they want to show up for the season ahead. Part of the joy of fashion is everything that happens behind the scenes. This campaign gives customers a seat at that table, opening up the world behind the season in a way that’s inspiring, accessible and relevant to how they want to dress today. Pat, Lyas and Farron each bring their own perspective and personality, helping us bring those stories to life in a way that feels authentic, inspiring and relevant.

Pat McGrath, Guest Beauty Curator of ASOS Magazine, said:Beauty and fashion have always been for everyone. I have believed that throughout my career, whether I am backstage at a couture show or helping someone create a look that makes them feel confident and completely themselves. What I love about fashion now is that inspiration has no price point. As Guest Beauty Curator, I’m looking forward to sharing what I’ve learned about beauty, creativity and self-expression in a way that everyone can make their own.

Lyas, Founder of La Watch Party and Contributing Editor of ASOS Magazine, said:The most exciting thing about fashion is everything behind it. It’s the people, the creativity and all the stories that shape what we wear. I’ve always loved how ASOS makes fashion feel accessible, and I’m excited to be joining the editorial team to celebrate all the things that make people fall in love with fashion in the first place.

Farron Clark, Marketing Insider at ASOS, said:Fashion has the power to change how you show up in the world, whether you’re dressing for a big moment or just for yourself. That’s why I’m excited to be part of a project that gives people inspiration, confidence and the tools to develop their own personal style in a way that feels authentic to them.

The Autumn campaign launches today. The London Fashion Week experience and ASOS Magazine will relaunch in September 2026, with further details on the magazine’s first issue, editorial leadership and cover talent to be announced in the coming weeks.

The campaign was created in partnership with creative agency Baron & Baron, photographed by Sarah Blais, and brought to life on film by Emir Eralp and Jake Scott.