Asos launches new own-brand label Collusion with ad campaign

By

Barbara Santamaria

Published
Oct 8, 2018

Asos and Uncommon Creative Studio’s new gender-fluid youth fashion label Collusion has launched online with a six-minute film directed by rising London-based filmmaker Dan Emmerson.

The video documents the lives and views of 100 young people in their hometowns of London, Glasgow, Birmingham and Brighton. Each of them has turned, or will turn, eighteen this year and is asked the question “What do you wish for in the year you come of age?”

This is the focus of the new label, which is anchored by the ideas of inclusivity and experimentation. Collusion is animal-free, size-inclusive and ethically-sourced – and designed in collaboration with a revolving group of students, image-makers and YouTubers.

The label’s first line-up of six collaborators includes a visual artist, a social media star from Devon, a body positivity activist and Central St. Martins fashion student. Whilst each collaborator has their own influential online voice and worked with an Asos team to shape the first collection, new line-ups will be continuously invited to reimagine the brand.

In addition to the six-minute film, which paints a unique portrait of British youth today, Asos has launched a trailer on YouTube to introduce the new brand.