Leading model Jazzelle Zanaughtti shows ASOS customers their style is never done


ASOS, the global destination for fashion-loving 20-somethings, today unveils details of its latest marketing push, inviting its customers to explore every facet of their personal style and identity as the Autumn/Winter season begins.

Fronted by model-of-the-moment Jazzelle Zanaughtti (@uglyworldwide), the “My style is never done” creative dramatises the idea of limitless self-expression through a series of diverse personas and alter-egos that make up Jazzelle’s unique personal style. It was developed together with the model, whose experiences, such as her time as a young ballet student, are recalled in the characters she embodies.

A four-week social push across the UK, US, France, Italy, Netherlands and Sweden will see placements on Facebook, Instagram, YouTube, and Snapchat.

Yale Varty, Marketing Director at ASOS, commented, “We want this campaign to inspire our customers to explore everything that makes them, them – from the simple to the bold, and the fashion that enables it.”

The campaign, created in-house, was directed by Terence Neale and produced by Park Pictures. It follows last year’s “Go play” creative, which saw ASOS use Out-of-Home channels for the first time to promote its then newly-created Face + Body category.



Director: Terence Neale

DOP: Benoit Soler

Executive Producer: Sophie Hubble, Park Pictures

Producer: Rozanne Rocha-Gray, Romance Films

Production: Park Pictures, Romance Films

Editor: Paul Hardcastle @ Trim

Grade: Company 3

Animation: D’ART Shitajo

VFX: Blade

SFX: Aumeta

Music composition: kwes./[o=o]

Hair: Pablo Kuemin

Make-Up: Daniel Sallstrom

Bespoke Cowboy Hats: Alice Kirkpatrick

Campaign Concept / Art Direction: ASOS

Styling: ASOS

Casting: ASOS