ASOS is kicking off summer with a new campaign called… ‘Summer, styled by ASOS’. Shot against the sun-drenched backdrop of Tenerife, the campaign “captures the essence of holiday dreams, translating it into a fashion-first world filled with colour, culture, and creativity”. 

But there's also a physical element to the campaign. On 4-5 June the digital fashion giant is also introducing a shoppable pop-up experience in London, at Tottenham Court Road’s Outernet. 

It “brings the best of the new season’s style to life… showcasing the most-wanted fashion, beauty, and cultural moments in one vibrant and immersive experience”, ASOS said.

The “playful takeover brings the spirit of the summer, from the homepage to the high street” where visitors can discover curated edits from its brands including ASOS Design, Arrange, Collusion and Topshop, along with picks from Face + Body.

Running from 12 noon-8pm, the pop-up will showcase exclusive collections and limited-edition pieces. There will also be giveaways every hour, including chances to win Adidas cowprint trainers, BreatheMax T-shirts, or beauty products. The campaign event then culminates in an exclusive live DJ performance.

While its customers have been notified of the pop-up via e-mail, it said passers-by will also be welcome to the event.

Livvy Thompson, head of Marketing at ASOS, added: “[This] is a bold celebration… bringing fashion, beauty, and culture together in a fresh and immersive way — a true reflection of what our customers love about this season.”

She added: “This campaign is about more than just shopping; it’s about bringing the summer energy to London, creating unforgettable moments and inspiring our community to show up as their most confident, expressive selves.”