ASOS reveals 20-somethings' top sources of fashion inspiration in 2022

ASOS reveals 20-somethings' top sources of fashion inspiration in 2022

  • In a survey of 2,000 20–29-year-olds, one in five (21%) said Love Island most inspired their personal style in 2022
  • Zendaya was named the best-dressed female celebrity, with new Love Island host Maya Jama coming joint second
  • UK rapper Dave biggest fashion inspiration for men in their twenties, with Harry Styles in second place

London, 22 December 2022: A survey commissioned by ASOS, the destination for fashion-loving 20-somethings, of 2,000 Brits aged 20-29 has revealed their fashion inspiration, with Love Island named the most influential TV show for personal style. One in five respondents (21%) said the dating show most inspired their fashion choices, rising to 24% among women.

The latest series of Love Island kicks off in January, with new host Maya Jama considered one of the best-dressed celebrities of 2022. Zendaya, who stars in Euphoria, and is dating British actor Tom Holland, took the top spot for women, with 25% saying she was the most stylish celebrity of 2022. Jama tied joint second place with Hailey Bieber, with 14% of the vote each.

Zendaya, a styling chameleon, goes from cool casual day to unique red carpet looks at night, influenced by different decades.

Male 20-somethings said musicians most influence their style choices, with UK rapper Dave topping the list for biggest fashion inspiration, and Harry Styles in second place. Dave’s music video for Starlight was the most watched music video of 2022 on YouTube Music, while Harry Styles’ single As it Was broke records this year.

Harry Styles is known for his unique and creative style with a retro feel that defies gender stereotypes, including high waisted trousers, chunky necklaces and bold colours and prints.

After Love Island, 20-somethings also called out hit Netflix shows Sex Education and Stranger Things, with more than one in five (21%) of male respondents saying its blend of retro 80s fashion most influences their personal style. Euphoria, Emily in Paris and Friends were all also cited as a source of style inspiration, particularly by women. While the Y2K style synonymous with Euphoria has been a popular trend over the last 12 months, 20-somethings said they consider the 90s the most influential fashion decade, with over a third (35%) of male and female respondents crowning the 90s look of slip dresses, chunky shoes, baggy dungarees and scrunchies their favourite of the year.

Vanessa Spence, Commercial Design and Visual Director at ASOS said “2022 has been a year characterised by bold fashion and style, with 20-somethings making a confident comeback following the more relaxed, comfortable fashion which dominated during Covid.

“Zendaya, Maya Jama, Dave and Harry Styles all express themselves through what they wear, exuding confidence and personal style through their outfits. The same can be said for the iconic stars and characters we see on our favourite TV Shows such as Love Island, Sex Education and Stranger Things, the popularity of which has been demonstrated by our collaborations this year, such as the ASOS x Stranger Things range and Millie Court collection. This is what our customers want to emulate, that feeling of boldness and not being afraid of clothes that get you noticed.”


Notes to Editors

Research commissioned by ASOS and conducted by Opinium between 6-13 December 2022

2,000 UK adults surveyed aged 20-29

About ASOS

ASOS is a destination for fashion-loving 20-somethings around the world, with a purpose to give its customers the confidence to be whoever they want to be. Through its market-leading app and mobile/desktop web experience, available in ten languages and in over 200 markets, ASOS customers can shop a curated edit of nearly 70,000 products, sourced from nearly 900 of the best global and local partner brands and its mix of fashion-led own-brand labels – ASOS DESIGN, ASOS EDITION, ASOS 4505, ASOS LUXE, As You, Collusion, Reclaimed Vintage, ASOS WEEKEND COLLECTIVE, Topshop, Topman, Miss Selfridge, HIIT, Dark Future, Crooked Tongues, Day Social and Actual. ASOS aims to give its 25.7 million customers a truly frictionless experience, with an ever-greater number of different payment methods and hundreds of local deliveries and return options, including Next-Day Delivery and Same-Day Delivery, dispatched from state-of-the-art fulfilment centres in the UK, US and Germany.

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