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ASOS | A Brand That Promotes Equality Through Fashion and Beauty

Fashion is often seen as a form of self-expression, and many brands are now taking steps to ensure that everyone can find something that represents their individual style. One such brand is ASOS, who have become global pioneers in terms of promoting equality through fashion and beauty. In this article, we take a look at how ASOS are doing this and the impact it has had on their business.

Introduction to ASOS

ASOS is a British online fashion and beauty retailer. The company was founded in 2000 and has since become one of the leading online retailers in the United Kingdom. ASOS sells over 850 brands as well as its own label products. The company has a strong focus on equality and inclusivity, which is reflected in both its product range and marketing campaigns.

ASOS was one of the first retailers to offer an extensive range of plus-size clothing, and it continues to be a leader in this area. The company also offers a wide range of petite, tall, and maternity clothing. ASOS is committed to helping all women feel confident and stylish, regardless of their size or shape.

The company’s beauty offering is also inclusive, with products for all skin tones, hair types, and budgets. ASOS‘ advertising campaigns have featured a diverse range of models and influencers, including plus-size model Ashley Graham and transgender model Munroe Bergdorf.

ASOS‘ commitment to equality extends beyond its product range. The company has been an active supporter of LGBTQ rights, launching its #StandTogether campaign in 2017 to show solidarity with the community during Pride Month. ASOS has also partnered with charities such as UNICEF UK and Plan International UK to support young people around the world.

Trends and Branding of ASOS

ASOS is a brand that promotes equality through fashion and beauty. The company was founded in 2000 by Nick Robertson and Quentin Griffiths, two former employees of the online fashion retailer ASOS is headquartered in London, England.

ASOS's mission is to "empower twenty-somethings to look, feel, and be their best selves." The company does this by offering a wide range of affordable, trendy clothing and beauty products. ASOS also offers free shipping and returns to customers in the United Kingdom and the United States.

ASOS has been praised for its commitment to inclusivity and body positivity. The brand offers a wide range of sizes, from XS to XL, and carries a variety of plus-size clothing options. ASOS also offers a range of beauty products for people of all skin tones and genders.

In recent years, ASOS has become known for its trend-setting designs and collaborations with high-profile brands. In 2017, ASOS launched a collaboration with the British designer Richard Quinn. The collection featured bold prints and bright colors, and was inspired by Quinn's " punk couture" aesthetic.

ASOS has also been praised for its work with emerging designers. In 2018, ASOS launched a new platform called "DesignLab" which provides mentorship and financial support to young designers from around the world. DesignLab has helped launch the careers of many up-and-coming fashion talents.


How Does ASOS Promote Equality?

ASOS is a brand that promotes equality through fashion and beauty. The company's mission is to make all women feel beautiful, confident, and stylish. ASOS offers a wide range of clothing and accessories for women of all shapes and sizes. The company also has a plus-size line, which is designed to flatter the figures of curvy women. ASOS is committed to helping women feel good about themselves, no matter their size or shape.

One way ASOS promotes equality is by offering free standard shipping to all customers, regardless of where they live. The company also offers free returns, so that customers can shop with confidence knowing that they can return anything that doesn't fit or suit them. ASOS wants everyone to be able to enjoy the same shopping experience, regardless of their budget.

Another way ASOS promotes equality is through its social media campaigns. The company often features plus-size models in its ads and posts, celebrating the beauty of all women. ASOS also uses its platform to speak out against discrimination and championing the causes important to its customer base, such as body positivity and LGBTQ+ rights. ASOS is a brand that believes in equality for all women. Through its affordable fashion and inclusive campaigns, ASOS is making a difference in the lives of women around the world.

Ethically Sourced Materials and Manufacturing Processes

Here at ASOS, we are committed to promoting equality through fashion and beauty. We believe that everyone deserves to look and feel their best, no matter who they are or where they come from. That's why we only use ethically sourced materials and manufacturing processes in our products.

We work closely with our suppliers to make sure that they meet our high standards for ethical sourcing. We only use sustainable materials that have been sourced responsibly. And we constantly strive to improve our manufacturing processes so that they have minimal negative impact on the environment.

We believe that fashion should be fun, inclusive, and accessible to everyone. We hope that by offering ethically made products, we can make a positive difference in the world and help promote equality for all.


In conclusion, ASOS is a brand that stands for equality and inclusion in fashion and beauty. Through their campaigns, they strive to create a safe space where individuals of all backgrounds can express themselves freely. They also work with charities around the world to help raise awareness about important issues such as gender equality, body positivity, mental health and sustainability. ASOS truly is an inspiring example of how companies can use their platform to make positive change in the world.