ASOS x GLAAD

  • Mike
  • Emma Blenkin

ASOS partnered with USA based LGBT+ advocacy group GLAAD to create a retail collection sold globally. The partnership aimed to generate awareness for greater LGBT+ equality, whilst reinforcing ASOS as an authentic ally of the community. The 2018 campaign was built around collaboration with 10x USA based, LGBT+ creatives and sponsorship of New York Pride. The talent were shot for the collections drop and tasked to create a piece of artwork that represented 'Unity' to them. This artwork then formed a digital exhibition shared across ASOS and talent channels on the collections drop date. All talent then joined ASOS x GLAAD on their co-branded float at New York Pride and at a co-created after party with 13 Reasons Why actor, Tommy Dorfmann. The 2019 programme focused on LA and sponsorship of the cities Pride festival. The campaign collaborated with over 20x LGBT+ influencers contracted to complete social media obligations in line with the collections drop. This included collaboration with LGBT+ artist Hey Rooney, who created a mix of artwork that reflected the 'Unity' message, which was also incorporated into the parade. Influencers were also asked to join ASOS x GLAAD on their co-branded parade float. Celebrity talent included Inanna Sarkis, Gigi Gorgeous, Patrick Starr, Laith Ashley and generated coverage from ABC7 Live.