ASOS PRESS DAYS 2008 - 2010

Timebased have worked with ASOS since their very first press day back in 2008. Since then ASOS has rapidly expanded to become one of the UK's leading online fashion retailers and as such we have evolved the press day to reflect this. Over the years, Timebased have offered a number of fresh and inspiring ideas. Highlights include a sushi belt installation which rotated a selection of next seasons' shoes, a bespoke mannequin army, a fridge room displaying sunglasses and much more.

Read below to see what we did for their last press day at Victoria House Basement.

Client Feedback:

“Thanks a million for all the hard work that went into making AW10 the best yet...all the directors were very happy.” ASOS

Creative Event Brief:

Following on from the huge and ever increasing success of the previous four press show previews, ASOS wanted to shift to a stripped back approach for AW10 aiming to create an easy environment for the fashion press to capture the full looks and trends in one go. Timing was key as ASOS wanted to be the first major fashion e-tailer or brand to launch its preview collection in London.

Event Planning and Approach:

Timebased suggested Victoria House Basement - a huge, clean gallery style space that lends itself to large installations and a big set build. Instead of having many different vignettes of theatre and design to showcase the wide range of offerings, the collection was dramatically edited showcasing Hero pieces from each area in a minimalist setting. A 48-strong mannequin army took centre stage for womenswear, a plinth wave showcased the accessories collection and for menswear, custom made pieces mixed with vintage props were arranged reflecting the fashion stories behind them.

Event Management Results:

Attendance was at record numbers and all key press attended. Timing was perfect and ASOS were one of the first brands to step out with their new collection with a high profile rival fashion brand following one week later in the same venue. ASOS felt that yet again this was its best press day to date achieving all the objectives and more.