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BrandASOS
ProjectAsos Summer 26 Always-On
A woman in a cream zip jacket and dark glasses sits on a cafe table beside a man in a navy and cream polo shirt laughing.

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 in cream jacketcream zip jacketbeige jacketzip up jacketbrown pleated skirtbrown skirtman in navy polo shirtnavy polo shirtcolor block polopolo shirtdark sunglassestwo models laughingtwo modelsman and woman talking

Description

Captured for the ASOS Summer 26 Always-On campaign under the creative direction of Paolo Princi, two models share a candid laugh inside a vintage-styled cafe. On the left, a model wearing dark tinted sunglasses and a structured cream zip-front jacket rests on the edge of a pale turquoise table. Seated beside her, a man with curly hair wears a color-blocked navy and cream polo shirt with an embroidered chest logo while gesturing mid-conversation. The cafe interior features light blue painted walls, framed wall prints, white wall tiles, and a chalkboard menu.

Style

Editorial, Horizontal, playful, Warm, Retro

Techniques

Soft Light

Industries

High Street Fashion

Color

Cream (40%)
Navy (30%)
Chocolate (20%)

Background

Café

Context

Advertising Campaign