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BrandASOS
ProjectAsos Summer 26 Always-On
Model wearing an orange ribbed tank top holds a green and white striped crochet lobster handbag against a clear blue sky.

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

woman holding crochet bagwoman holding bagwoman in orange tank topwoman in orange topgreen striped crochet baglobster crochet bagcrochet handbagstriped knit bagorange ribbed tank toporange tank topribbed tank topsilver cuff braceletsilver braceletsilver earrings

Description

A low-angle fashion shot from the ASOS Summer 26 Always-On campaign, creative directed by Paolo Princi. The model poses outdoors against a vivid clear blue sky, raising a green and white striped knit handbag adorned with red crochet lobster motifs above her head. She wears a terracotta orange ribbed tank top paired with a chunky polished silver cuff bracelet and metallic statement earrings. Direct natural sunlight casts sharp definition across the textures of the knitwear and accessories.

Style

Vertical, Commercial, playful, Clean

Techniques

Natural light

Industries

High Street Fashion

Color

Terracotta (50%)
Forest Green (30%)
Cream (20%)

Background

Clear Sky

Context

Advertising Campaign