ASOS
Asos x Nike - Gen Ldn
Feb 2024
The ASOS x Nike Gen Ldn project is a fashion campaign that showcases a curated selection of layered streetwear, blending technical outerwear with casual essentials. Captured across urban settings, the imagery features quilted vests, puffer jackets, and leather bombers integrated with athletic branding, presented through an editorial lens. Photographed by Osma Harvilahti, the series leans into gritty and earthy aesthetics, utilizing natural light to highlight the diverse textures of the collection. The campaign features modelling by Ahmad Cisse, Lola Varley, and Maggie Yu, whose looks are defined by eclectic styling including knit balaclavas, statement sunglasses, and sculptural hair elements. Hair styling by Eliot McQueen and makeup by Scarlett Burton focus on clean, high-contrast finishes that complement the industrial architectural backdrops, such as brick stairwells and corrugated metal facades.
Natural light
Streetwear
Advertising Campaign
