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ASOS Appoints Law Roach as First Stylist in Residence
Confirmed
In Short: Fashion stylist Law Roach has been appointed as ASOS's first stylist in residence to help customers discover their personal style.
Fashion stylist Law Roach has been appointed as ASOS's first stylist in residence, a newly created role aimed at helping customers understand how to wear products rather than just adding more choices.
The partnership begins on September 19, with Roach working alongside ASOS teams to shape the retailer’s fashion perspective across seasonal campaigns and styling content.
Roach, known for his work with celebrities like Zendaya, Celine Dion, and Ariana Grande, will collaborate with ASOS on campaigns, editorial content, and styling advice.
His first project is the relaunch issue of ASOS Magazine, for which he has styled six covers.
Each cover will inform a shoppable edit curated by ASOS, translating the creative direction into products available through the retailer.
Vanessa Spence, EVP Brand & Creative at ASOS, said Roach's understanding of fashion culture would support the retailer’s efforts to help customers identify, wear, and personalise products.
Research commissioned by ASOS among 1,952 UK consumers found that 68% consider knowing what to buy easier than knowing how to wear it.
ASOS has also launched an AI Stylist through ChatGPT, offering personalised outfit recommendations in the UK and US.
Roach expressed excitement about the opportunity to help more people discover their personal style through fashion, emphasizing the power of fashion to transform how people see themselves.
The appointment forms part of ASOS’ strategy to position itself as “The Stylist,” helping customers understand how individual products can work within complete outfits and existing wardrobes.
ASOS plans to reveal further elements of the partnership, including London Fashion Week activations and additional style-led projects, over the coming year.
What this adds
Roach's appointment as stylist in residence is part of ASOS's broader strategy called 'The Stylist,' which aims to provide more styling guidance to its fashion-loving and value-driven shoppers.
The partnership includes collaborations on seasonal campaigns, trend direction, and cultural storytelling, with Roach contributing to the relaunch of ASOS Magazine.
Roach will also create shoppable covers for the magazine, breaking down each look into complete outfits available at ASOS price points.
Background
Fashion stylist Law Roach has been appointed as Asos's first stylist in residence to help customers discover their personal style.
What's confirmed
- Research commissioned by ASOS among 1,952 UK consumers found that 68% consider knowing what to buy easier than knowing how to wear it.
- Asos's executive vice president of brand and creative, Vanessa Spence, said Roach's influence will help the company bring more inspiration and confidence to its customers.
- Roach expressed excitement about the opportunity to help more people discover their personal style through fashion, emphasizing the power of fashion to transform how people see themselves.
- Asos plans to reveal further elements of the partnership, including London Fashion Week activations and additional style-led projects, over the coming year.
What's still developing
- ASOS placed style guidance at the centre of its autumn 2026 campaign, which included the return of ASOS Magazine as a quarterly digital publication and limited-edition print issue.
- Speaking about the working experience with Asos, the stylist said there’s a real exchange of ideas.
- LONDON — Asos on Saturday appointed self-described image architect Law Roach as its first stylist in residence in a creative partnership that aims to sharpen the British e-tailer’s fashion point of view and offer more styling guidance to its fashion-loving and value-driven shoppers.
- Roach will work across campaigns, editorial and styling content and what the company described as “cultural storytelling.” Related Articles Fashion Features TTYA Unveils Capsule Collection on Asos Aimed at Tall Women Celebrity News How Naomi Osaka's 2026 U.S.
- It has the potential to grow organically and influence how Asos thinks about fashion and styling more broadly.