The launch of Arket on ASOS.com was the perfect opportunity for us to position this elevated brand to our more edgy, fashion forward 20-something-year-old audience. Casting and styling played a big part in this campaign to ensure we really resonated with a gen-z audience, who although are spending less on full price items, still want high quality staple pieces in their wardrobe which will stand the test of time.
We wanted to mirror the quality of this elevated ARKET collection in our imagery but with an ASOS edge, so we used a stripped back white cove and turned our focus to rich lighting and a textured grade. We then injected some of our ASOS identity through design treatments that felt poppy and vibrant to give a youthful edge to the campaign, but still kept it within a premium world.