Research commissioned by ASOS found that 92% of UK online fashion shoppers aged 18–35 would like to see complete outfits styled for them, while 74% say everyday, trend-relevant fashion inspiration is most useful when deciding what to wear. ASOS is responding to that need directly, putting a dedicated stylist’s answer one tap away.
ASOS has named Rina Lipa Style Dilemma Director and will launch a shoppable “What to wear to…?” microsite on its app and website.
The first edit features 50 complete womenswear and menswear looks for weddings, holidays, festivals, city breaks and spontaneous plans.
The role responds to ASOS research showing 92 per cent of UK online fashion shoppers aged 18–35 want complete outfits styled for them.
The appointment is the latest step in ASOS strategy of co-creating with talent whose style authority resonates with its customers, putting creators and cultural figures at the heart of how ASOS curates, styles and presents fashion, rather than simply fronting campaigns.
That approach is already proving itself. Earlier this summer, Olivia Neill took over ASOS social channels as Out of Office Director, wiping the feed and reimagining it in her own image. The takeover delivered 9 million views and 90% engagement uplift, making it ASOS’s most successful social activation to date.
As Style Dilemma Director, Rina Lipa has curated a new pop-up destination on the ASOS app and website built around one question: “What to wear to…?”
The microsite features 25 womenswear and 25 menswear looks selected by Rina for key summer occasions: weddings, holidays, festivals, city breaks and spontaneous plans. Each is a complete, shoppable outfit with styling tips, built around real-life dilemmas rather than product categories.
Rina Lipa, ASOS Style Dilemma Director, said: “Style should feel exciting, not overwhelming. So many of us find ourselves asking the same question: what to wear to…? Whether it’s a wedding, a holiday, a date night or a festival, this is about helping people find the answer — making getting dressed easier while still letting people express their own style.”
Vanessa Spence, EVP of Brand & Creative at ASOS, said:Our ambition is for ASOS to be the stylist in every customer’s pocket — curating and styling fashion so people can dress for the moments that matter and feel confident they’ve got it right. Co-creating with talent like Rina and Olivia is how we do that credibly: they bring a real understanding of how people approach style today, and our customers trust them. This is the first of many ways we’ll bring that to life across everything customers see, buy and experience.
The microsite launches Wednesday 15 July with Rina’s first edit of 50 looks.
Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.
Fibre2Fashion News Desk
