From logo mania to retro denim, Asos keeps a pulse on fast-paced, youth-oriented fashion trends. However, to better understand what young consumers want from their apparel, the fast-fashion e-tailer went straight to the source.
Last week Asos launched Collusion, a line described as a “new-to-market fashion proposition anchored by the ideals of collaboration, inclusivity and experimentation” and designed in partnership with six teenagers from diverse backgrounds.
Their brief, Asos said, was to realize an “authentic, vibrant wardrobe which speaks directly to themselves and their Gen-Z peers.”
The result is a collection that rethinks typical fashion categorization by mixing gender-fluid fall basics and streetwear-inspired items with gender-specific pieces, including denim.
Unisex items span T-shirts, long-sleeve shirts and sweaters, to track jackets, furry bomber jackets and puffer coats. While several denim styles in the collection are offered for both men and women, the jeans are sized according to gender.
Washed black straight leg jeans, wide fit jeans with a raw hem and bleached skater jeans are among the denim highlights for men. The men’s line also includes muscle fit T-shirts, track suits and an oversized windowpane check suit.
For women, Collusion offers acid wash mom jeans, wide leg jeans with knee rips or side stripes and straight leg jeans with contrasting shades of indigo. Peplum hem tops, slinky midi dresses and cycling shorts round-out the women’s range.
The launch was supported by a campaign that captures 100 young people living in the U.K. who have turned, or will turn, 18 this year. Each was asked a simple question: “What do you wish for, in the year you come of age?”
Asos likened the campaign to a visual census of Britain’s youth at a poignant time in their lives.