Law Roach Joins ASOS as First Stylist in Residence
ASOS has named renowned stylist and self-described “image architect” Law Roach as its first-ever Stylist in Residence, launching a new creative partnership designed to strengthen the retailer’s fashion perspective and give shoppers more practical styling inspiration.
The newly created role is part of ASOS’ broader “The Stylist” strategy, which focuses on helping customers understand not only what to buy, but how to wear it. Roach will collaborate with the ASOS creative team across campaigns, editorial content, styling, trend direction and cultural storytelling.
The partnership comes as ASOS responds to research showing that 68 percent of consumers find it easier to know what to buy than how to wear it. Roach’s expertise will help translate seasonal trends and fashion ideas into complete, accessible looks, with an emphasis on helping customers discover their own personal style.
Best known for his work with stars including Zendaya, Celine Dion and Ariana Grande, Roach will contribute to seasonal campaigns and styling concepts, bringing his distinctive approach to fashion curation and image-making to the retailer.
Roach’s appointment also coincides with the relaunch of ASOS Magazine, for which he has styled six covers. Each cover is accompanied by a shoppable edit that breaks down the featured looks into complete outfits available at ASOS price points. The seasonal edits highlight themes including maximalism, statement tailoring, elevated layering and modern interpretations of heritage fashion.
“I’ve always been fascinated by the power of fashion to transform how people see themselves and how they show up in the world,” Roach said. “What excites me about ASOS is the opportunity to help more people discover their own point of view through style.”
ASOS Executive Vice President of Brand and Creative Vanessa Spence described Roach as “one of the most influential creative voices in fashion today,” adding that his understanding of fashion culture will help the company deliver more inspiration, curation and confidence to its customers.
The collaboration is expected to expand throughout the coming year, with London Fashion Week activations and additional style-focused projects planned as part of the partnership.
Photos: Courtesy of Asos
