ASOS Relaunches Magazine to Tackle Styling Pain Point

The magazine, which relaunches in September, will feature Pat McGrath as guest beauty curator, Elia Medini of La Watch Party as contributing editor, and creator Farron Clark as marketing insider. McGrath, known for her work backstage at couture shows, said in a statement that “inspiration has no price point” and that she wants to share what she has learned about beauty and self-expression “in a way that everyone can make their own.”

Beyond the magazine, ASOS will host a five-day immersive experience in London’s Covent Garden during London Fashion Week, with styling sessions and interactive activations. The brand also unveiled a curated autumn edit of suede, lace details, zebra prints and berry tones.

The research behind the campaign also found that 53% of respondents believed complete outfit inspiration would help them make better fashion decisions. Vanessa Spence, ASOS’s EVP of brand and creative, said autumn is “one of the most exciting moments in fashion” and that the campaign gives customers “a seat at that table.”