ASOS relaunches ASOS Magazine on Substack

Online retailer ASOS is relaunching its in-house publication, ASOS Magazine, as part of its Autumn 26 campaign. The magazine will return this September as a quarterly digital publication on Substack, alongside a limited-edition print version.

The decision follows retailer research indicating a consumer demand for styling assistance; 68% of customers reported that knowing how to wear items is more difficult than knowing what to buy, while 53% expressed a need for complete outfit inspiration.

Key contributors to the relaunch include beauty expert Pat McGrath as guest beauty curator, Elias Medini (Lyas) as contributing editor, and creator Farron Clark as a marketing insider. The campaign, developed with creative agency Baron & Baron, also includes a five-day immersive experience in Covent Garden during London Fashion Week featuring interactive styling sessions.