ASOS

Aug 2026

ASOS Autumn 26, Chapter 1, leans into the aesthetic of contemporary corporate life, blending high-street fashion with office-inspired utility. The campaign moves between stark studio environments and urban public settings, framing apparel against clean, architectural backdrops that highlight the collection’s focus on structured tailoring and textured accessories. Photographer Sarah Blais and creative director Paolo Princi lead the visual narrative, which features models including Abas Abdirazaq, Akon Changkou, Fran Summers, George Kaposy, and Jesse Jayms. The imagery uses crisp, directional lighting to emphasize the tactility of the fabrics—from crocodile-embossed leather and intricate lace embroidery to denim and technical hardware. Through the lens of director Emir Eralp, the project channels a documentary-influenced editorial style, balancing sharp, polished ensembles with candid, everyday movements.

Editorial, Vertical, Clean

Natural light

High Street Fashion

Advertising Campaign