Asos appoints Law Roach as first Stylist in Residence

British online fashion retailer Asos has appointed Law Roach as its first Stylist in Residence. The creative partnership aims to enhance the company’s fashion perspective through seasonal campaigns, editorial content, and cultural storytelling.

The move is part of a broader strategy titled ‘The Stylist,’ designed to provide customers with practical styling advice. This initiative follows research indicating that 68% of consumers find it easier to know what to buy than how to wear it, while 33% have abandoned purchases because they could not visualize how to style the items.

Roach’s initial work includes the relaunch of Asos Magazine, for which he has styled six covers. These covers will link to shoppable edits featuring themes such as maximalism, statement tailoring, and elevated layering. The partnership seeks to help shoppers discover personal styles and understand how to integrate products into complete outfits.