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On Saturday, ASOS made Law Roach, the stylist who dresses Zendaya and has worked with Celine Dion, its first stylist in residence. The role has him styling seasonal campaigns for the British online retailer. The hire answers ASOS’s own research: 68 per cent of the 1,952 UK consumers it polled with Attest said choosing what to buy is simpler than working out how to style it. His first assignment is the relaunched ASOS Magazine.
In March 2023, Roach announced on Instagram that he was leaving celebrity styling, blaming industry politics and false narratives, and he carried on working with Zendaya. He returned in April 2025 at the Fashion Trust U.S. Awards in Los Angeles with the actress Ryan Destiny, dressed in cream Schiaparelli, and introduced her as his new muse. In 2022, he became the first recipient of the CFDA’s Stylist Award.
The ASOS residency appealed, he told the retailer, because it “feels a little permanent.” He also judged Project Runway season 22 and appears as himself in The Devil Wears Prada 2. In July, he flew a Schiaparelli couture gown from Paris to London so Zendaya could wear it to the Odyssey premiere that evening.
He styled six covers for the relaunch issue, and each has a shoppable edit curated by ASOS that breaks the cover look into a complete outfit at ASOS prices. The edits centre on maximalism and statement tailoring, with elevated layering and heritage-inspired pieces also in the mix. ASOS’s announcement does not yet name who appears on the covers or list the pieces in each edit.
ASOS says customers will see Roach’s influence from seasonal campaign styling to his advice on wearing key pieces, with each season getting his own interpretation. The launch interview describes him on set constantly adjusting looks and adding finishing touches, and a photo caption puts him in an ASOS Design suit and shoes. His shoots and advice are tied to ASOS’s Style Your Moment message, and Roach says he wants shoppers to feel stylish and to find luxury at a price that feels within reach.
The survey, run in July and August with a sample built to be nationally representative, found 64 per cent saying fashion gives them plenty of options and too little help wearing them. A third had dropped a purchase because they could not picture wearing it, and 39 per cent had bought clothes that then sat mostly unworn. Only 22 percent named celebrities as a source of inspiration, against 39 per cent for friends and family.
Vanessa Spence, ASOS’s executive vice president of brand and creative, said liking something and knowing how to wear it are often “two very different things.” ASOS calls its answer, The Stylist, aimed at whole outfits and the wardrobes shoppers already own. It already offers a Buy The Look feature, and since 20 May, an ASOS Stylist app inside ChatGPT has been available for shoppers in the UK and US.
ASOS’s interim results on 23 April, covering the 26 weeks to 1 March, showed gross merchandise value down 9 per cent on a like-for-like basis to £1.17 billion and adjusted EBITDA up 51 per cent to £64.0 million. The statutory operating loss narrowed to £100.9 million from £210.1 million. The company reiterated full-year adjusted EBITDA guidance of £150 million to £180 million. In his review, chief executive José Antonio Ramos Calamonte called ASOS “the home of styling and stylists.” The app rebuild he described puts outfit-based shopping at its centre, and early sample results showed net sales per customer up about 9 per cent.
Its AI Studios produced more than 1,600 extra assets for the April The Heart campaign, saving about nine shoot days, and the outlook promised seasonal campaigns built around new talent. In August, ASOS also hired Jon Bennett, formerly of Next’s wholly owned brands division, as menswear product director for ASOS Design.
Launched in 2007, ASOS Magazine stopped publishing in autumn 2019, when the company moved towards social-first content. It comes back as a quarterly title on Substack with a limited-edition print issue. Elias Medini, the 27-year-old Paris-based creator known as Lyas, is contributing editor, and he remembers the old magazine as free and circulated beyond Britain. His open-to-all La Watch Party fashion week screenings draw queues from Rome to New York.
Pat McGrath, the guest beauty curator, said in ASOS’s August campaign announcement that “Beauty and fashion have always been for everyone.” Medini told ASOS’s Substack he valued being treated as an equal alongside McGrath and Roach.
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