Asos to target Gen Z with new influencer-led brand

Asos, the affordable online fashion destination, has announced that a new, gender-fluid ‘coming of age’ brand will launch on the site in October.


Collusion

Conceived especially for Generation Z consumers, ‘Collusion’ is being designed by six unnamed young people, who have been working on the project for the past year with an Asos team.

Asos said the lineup will be revealed in the near future, and added that the creators are students, stylists, activists, image-makers, authors and Youtubers – each selected for having their own influential online voice.

In line with today’s fast-moving environment, Asos will continuously invite influencers to reimagine Collusion and explore new ideas.

Launching globally on 1 October, the first drop will be “a manifestation of what this first contingent of six want the future of the fashion industry to look and feel like”, Asos said. They were asked to design a vibrant wardrobe which speaks directly to themselves and their Gen-Z peers.

To support the brand’s launch, the online retailer will launch a UK campaign featuring 100 British teenagers who have turned, or will turn, eighteen this year. Captured in their hometowns in London, Glasgow, Birmingham and Brighton, each of them are asked the question: “What do you wish for, in the year you come of age?”

More details about Collusion and its lineup of creators will be announced soon.

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