ASOS AW10 PRESS SHOW

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.