Asos appoints Law Roach as first stylist in residence

UK online retailer Asos has appointed Law Roach as its first stylist in residence. In the new role, the image architect will work closely with the brand to help shape its fashion point of view through styling.

Roach will bring his approach to styling and cultural storytelling to the brand by collaborating with its internal teams. Customers will see his influence across various touchpoints, ranging from seasonal campaign styling to expert advice on wearing key pieces.

The partnership launches this autumn/winter, with Roach styling six covers for the relaunch issue of Asos Magazine. The covers will serve as inspiration for a shoppable edit curated by the internal team. The six edits focus on maximalist dressing, statement tailoring, elevated layering and modern heritage influences.

Asos executive vice president of brand and creative Vanessa Spence said: "Law is one of the most influential creative voices in fashion today. What makes him exceptional is his ability to use style to build confidence, tell stories and shape culture."

Driving customer confidence through style guidance

The appointment aligns with the strategy of Asos to position itself as a key source of styling expertise. New research commissioned by the retailer revealed that 68 percent of consumers find knowing what to buy easier than knowing how to wear it.

Through the partnership, Roach will interpret each season through his creative lens, helping customers develop their personal style. Known for his work with high-profile talent including Zendaya, Celine Dion, Ariana Grande and Anya Taylor-Joy, Roach was also the first recipient of the Council of Fashion Designers of America (CFDA) Stylist Award.

"I’ve always been fascinated by the power of fashion to transform how people see themselves and how they show up in the world. What excites me about Asos is the opportunity to help more people discover their own point of view through style," said Roach.

Spence explained that as the retailer continues to establish itself as a style authority, the creative instinct of Roach will help bring further inspiration to its customer base.

The partnership officially launched on September 19, 2026, with the creative work rolling out across campaigns, styling content and digital channels. Additional activations tied to the partnership will be announced throughout the year.