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Brand
ASOS
ProjectAsos Summer 26 Always-On
Model Luca Goodfellow wearing a white jacket over a tan top with turquoise frosting details against a light blue backdrop.

ASOS Asos Summer 26 Always-On 2026

Associated creatives

Paolo Princi
Paolo PrinciCreative Director
Alice McGrath
Alice McGrathModel
Luca Goodfellow
Luca GoodfellowModel
Valentina Caicedo
Valentina CaicedoModel

Tags

man in white jacketwhite chore jacketwhite jacketchore jacketman touching mouthblue frosting pocket squareblue frosting

Description

A studio fashion portrait for the ASOS Summer 26 Always-On campaign features model Luca Goodfellow posing against a solid sky-blue backdrop. He wears a relaxed off-white tailored jacket over a neutral beige top and matching trousers, featuring a whimsical turquoise frosting accent emerging from the chest pocket. He raises a finger covered in blue cream to his lips under clear, bright studio lighting. The creative direction was led by Paolo Princi.