ASOS: Asos x Nike - Gen Ldn

Feb 2024

The ASOS x Nike Gen Ldn project is a fashion campaign that captures a multi-layered approach to modern streetwear. Shot on location against urban brickwork and industrial backdrops, the collection highlights a diverse range of technical outerwear, including quilted puffer vests, leather blousons, and performance-inspired Nike apparel. The project leans into a mix of textures and contemporary styling, creating an editorial feel that emphasises movement and individual expression. Photographer Osma Harvilahti directed the campaign, utilising soft natural light to bring out the depth of the autumn and winter layers. The visual narrative is supported by the work of hair stylist Eliot McQueen and makeup artist Scarlett Burton, with featured models including Ahmad Cisse, Lola Varley, and Maggie Yu. The series employs a clean editorial aesthetic, incorporating elements of Y2K-inspired accessories and eclectic layering to define the collection's tone.

Natural light

Advertising Campaign