ASOS promotes its new gender-fluid fashion range with the help of 100 coming-of-age Brits

Uncommon worked on launch of Collusion sub-brand

Published On
Oct 11, 2018

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ASOS.com has launched a gender-fluid youth fashion sub-brand, Collusion, backed by a campaign that stars 100 young people across Britain who are all turning 18 this year.

The campaign includes 100 film shorts, in which each individual, all born in 2000, is asked a simple question, “What do you wish for, in the year you come of age?” There are also portraits and branding on Instagram. They were chosen via a casting call for "babies born in the year 2000," with no restrictions set against shape, size, gender, identity or ethnicity.  The branding is based on ideals of collaboration, inclusivity and experimentation. The stories include that of Nnamdi Izuchukwu (‘Niz’), an aspiring rapper from London, Fred Alexander, a skateboarder from Walthamstow and Shay Thomas, who identifies as ‘them/they’, and whose birth parents abandoned them in Thailand before being raised by adoptive parents in Glasgow.

ASOS worked with London agency Uncommon on the creation of the brand and campaign, while the content is produced by Somesuch director Dan Emmerson and photographer Tom Sloan.