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Asos introduces interactive mobile mag

Asos has launched an interactive weekly magazine designed especially for the iPhone and iPod Touch.

Fashion Up, as it’s called, is a free app released every Monday featuring information on the latest fashion trends, inspiration from celebrity and street star styles, and how-to guides for nail art, make-up and hair. Created by the in-house team behind the e-tailer’s print magazine, it also incorporates click-to-shop technology.

“Available globally, Fashion Up is intuitive, easily digested and image based, meaning you can consume the weekly edition on the move,” said Duncan Edwards, editorial director of Asos Magazine.

The first issue, released yesterday, includes a beauty editorial from WAH Nails, and an exclusive acoustic performance from indie band Two Door Cinema Club.

An Android version will release later in the year. See more in the video below:

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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