October 13, 2010
British brand Asos debuts their first ever advertising campaign for autumn/winter 2010 by The Selby. The “Model’s Own” campaign is “a study of individuals photographed in their own personal spaces.” Models express their identity with Asos clothing, photographed where they feel the most at home. Celebrate fashion, be playful, and discover new ideas and inspiration.
“Model’s Own” refers to the magazine custom of crediting the model for wearing his/her own clothes at a shoot, often mixed in with designer goods that a stylist picked. Asos is sold exclusively online, and in each image the models make Asos clothing part of their own identity. The Selby comments “Asos is really different than any brand we have in America as they sell a wide range of great designers. It’s all about accessibility which I think is great.”