COLLUSION is: ‘for the coming age, shaped by, and for, an audience who demand something different from the fashion industry’.
ASOS launched the label with a national campaign, capturing 100 young people living in Britain who have turned, or will turn, eighteen this year.
The national campaign with a line-up of British creatives led by director Dan Emmerson and photographer Tom Sloan, featured 100 young people.
ASOS further said, and asked a simple question:
“What do you wish for, in the year you come of age?”
So the work becomes a group portrait and visual census of Britain's youth at a unique moment in time.
COLLUSION is designed by the first contingent of the six youngsters in collaboration with a team of standalone designers and creative assembled by ASOS, each industry expert in affordable fashion.
Their brief was to realise an authentic, vibrant wardrobe which speaks directly to themselves and their Gen-Z peers.
ASOS added in its statement that for the past year, six young people including students, stylists, activists, image-makers, authors and YouTubers have been working to shape the new fashion line.
“Each with their own influential online voices and diverse followings – have taken the label to places it could never have gone alone.
The result is Collusion; a new-to-market fashion proposition anchored by the ideals of collaboration, inclusivity and experimentation,” ASOS said.
Class of 2018; Rene Matić, Spencer Elmer, Clarissa Henry, Chidera Eggerue, Jebi Ndimuntoh Labembika and Grace Mandeville.
These six creatives are consumers of, consultants to, and architects of COLLUSION.
From the cut of a jacket, to the brand’s commitment to representation and inclusivity, our collaborators have taken the label to places it could never have gone alone.
Each year, COLLUSION will bring in more creatives from their audience to work with, continuously reimagining and reshaping what COLLUSION could be.
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We are very proud to see our #IMMBABES Jess & Penelope get involved in this project and model the clothes for ASOS and reppin' IMM Models!
