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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

About

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.

Brand

ASOS

Project

ASOS Asos Summer 26 Always-On 2026

Keywords

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

Credits

Paolo Princi
Creative Director
Alice McGrath
Model
Luca Goodfellow
Model
Valentina Caicedo
Model

Styles

VerticalCommercialPlayfulClean

Techniques

Hard Light

Industries

High Street Fashion

Background

Coloured Seamless
Showroom

Context

Advertising Campaign
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