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BrandASOS
ProjectAsos Summer 26 Always-On
Model Luca Goodfellow holding a blue ice cream cone while wearing a white jacket against a blue backdrop for ASOS.

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 holding ice creamman holding ice cream coneyoung manblue ice cream coneblue ice creamice cream conewaffle conewhite chore jacketwhite jacketbeige t shirt

Description

Model Luca Goodfellow poses against a vivid sky-blue seamless backdrop holding a blue scoop of ice cream in a waffle cone for the ASOS Summer 26 Always-On project, featuring creative direction by Paolo Princi. He wears an off-white unbuttoned chore jacket layered over a neutral taupe t-shirt and light shorts. Crisp directional lighting creates soft contours and a visible silhouette shadow against the solid studio ground.

Style

Vertical, Commercial, playful, Clean

Techniques

Hard Light

Industries

High Street Fashion

Color

Off-White (60%)
Beige (20%)

Background

Coloured Seamless, Showroom

Context

Advertising Campaign