ASOS appoints menswear head, launches autumn fashion campaign and preps magazine return

Published August 23, 2026
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ASOS appoints menswear head, launches autumn fashion campaign and preps magazine return
PublishedAugust 23, 2026

A busy summer for ASOS continues with the global online fashion destination appointing a new menswear product director for ASOS Design from rival , the launch of an autumn campaign “that takes customers behind the scenes of fashion” and the return of ASOS Magazine, relaunching this September

​But first the appointment of Jon Bennett who will lead the “strategy and performance” of its Design Menswear, responsible for “strengthening its product proposition, fashion authority and commercial performance”.He will work across product, brand and creative “to sharpen the identity of ASOS Design Menswear and support the next phase of sustainable growth”

He joins from Next’s wholly-owned brands division, where he was managing director, and has held a number of senior trading, buying, sourcing and design roles across global fashion retailers, including Next, Primark and Topshop/Topman.EVP of product, Elena Martinez Ortiz, said: Jon’s appointment strengthens our product leadership team and underlines the importance of ASOS Design Menswear to our wider product strategy.“He brings deep menswear expertise and a proven ability to build high-performing product teams at scale. His experience will be invaluable as we continue to sharpen our own-brand offer and deliver more relevant, exciting product for our customers.”Meanwhile, its just-launched autumn campaign draws inspiration from “growing demand for style inspiration and guidance”, so the campaign “celebrates the creativity, expertise and cultural influence that shape what we wear”.Created in partnership with agency Baron & Baron and photographed by Sarah Blais, the campaign unfolds across a series of ads, social content and customer experiences… “from office whispers and fitting-room decisions to the final cover star reveal, it takes customers closer to the moments that shape a season”.The launch coincides with its own new research that highlights “growing desire for style guidance and inspiration”. It found that 68% of consumers say knowing what to buy “is easier than knowing how to wear it”, while 53% say complete outfit inspiration and styling ideas “would help them make better fashion decisions”.Bringing the campaign to life beyond digital channels, the retailer will host a five-day immersive experience in a Central London location during . The pop-up “will invite customers into the world of ASOS through styling sessions, interactive experiences and the opportunity to create their own digital ASOS Magazine cover.

Alongside the campaign, there’s a curated edit of autumn fashion “shaped around the season’s key trends and investment pieces”. It says this season sees a focus on transitional jackets, premium suede and delicate lace, alongside statement zebra prints, rich berry tones, playful cherry and grape motifs, and pops of periwinkle blue.And at the heart of the campaign is the return of ASOS Magazine, relaunching as a quarterly digital publication on Substack, alongside a limited-edition print publication.It said: “ASOS enters a new era, the title brings together influential voices from fashion, beauty and culture, giving customers a front-row seat to the ideas, conversations and personalities shaping modern style. features as guest beauty curator, while founder of La Watch Party Elias Medini (Lyas) joins as contributing editor. Creator Farron Clark joins as marketing insider, “helping shape the publication’s direction and wider cultural conversation”.  It said further details on the first issue, editorial leadership and cover star will be announced in the coming weeks.EVP Brand & Creative Vanessa Spence said: “Autumn is one of the most exciting moments in fashion. It’s when people are discovering new trends, finding fresh ways to wear them and thinking about how they want to show up for the season ahead.“Part of the joy of fashion is everything that happens behind the scenes. This campaign gives customers a seat at that table, opening up the world behind the season in a way that’s inspiring, accessible and relevant to how they want to dress today. Pat, Lyas and Farron each bring their own perspective and personality, helping us bring those stories to life in a way that feels authentic, inspiring and relevant.”

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