The ASOS Magazine is Back, and This Time it’s About More Than What To Wear

Anna Lazai
1 hour ago
2 min read

ASOS’ new autumn campaign comes with something more than just a new fall wardrobe. The brand is bringing back ASOS Magazine, celebrating a new era of fashion storytelling and bringing its customers closer to everything that happens behind the final product, from the ideas and creativity to the trends and styling that shape a season.

The relaunch of ASOS Magazine this September means more than just a publication dedicated to fashion, beauty and culture. Inspired by the growing demand for style inspiration and guidance, the magazine aims to create a more intimate relationship with its customers, helping them understand not only what to wear, but how to wear it.

This move marks a shift in how a fashion brand can build a deeper connection with its audience, making customers feel part of the creative world behind what they see online. Rather than simply telling them what’s trending, it’s inviting them to look closer at the ideas, people and cultural conversations shaping the way they dress.

And to bring that vision to life, the new issue brings together influential voices from fashion, beauty and culture. Industry legend Pat McGrath features as Guest Beauty Curator, while founder of La Watch Party Elias Medini (Lyas) joins as Contributing Editor. Creator Farron Clark joins as Marketing Insider, helping shape the publication’s direction and its wider cultural conversation.

With 68% of consumers saying that knowing what to buy is easier than knowing how to wear it, and 53% saying that complete outfit inspiration and styling ideas would help them make better fashion decisions, ASOS’ new approach reflects a shift in what consumers are looking for. In a world where endless choice is already at our fingertips, perhaps the next step is not simply showing us more clothes but helping us understand what to do with them.

The campaign will also come to life during London Fashion Week, with a five-day immersive experience in Central London featuring styling sessions, interactive experiences and the chance for customers to create their own digital ASOS Magazine cover.

From scrolling through trends to stepping inside the world behind them, ASOS seems to be positioning itself as more than just a place to shop. With the return of its magazine, the brand is turning fashion inspiration into an experience — one that puts its customers closer to the culture, creativity and conversations behind the clothes.

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