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ASOS launches influencer video series exploring identity through beauty

ASOS has launched a YouTube mini series exploring gender and identity through the lens of beauty, hosted by its influencer network, known as Insiders.

ASOS
ASOS

ASOS has launched a YouTube mini series exploring gender and identity through the lens of beauty, hosted by its influencer network, known as Insiders.

The series aims to further promote diversity and self-exploration to its Gen Z audience, continuing the message first established when it launched the Face + Body category in September 2017.

The first video, which explores “gender, identity and performance”, begins with all five Insider hosts introducing the viewer to the “challenge” that one of the Insiders, in this instance Joel, has to complete.

As viewers find out, Joel is tasked to find his drag alter ego with the help of performer Dinah Lux. Meanwhile the remaining Insiders set out to explore what the topic means by interviewing peers that transform themselves into different characters through performance art.

The second instalment of the series, released yesterday (July 30), explores biodegradable glitter and body confidence and sees Insider Alice create a full body look using nothing but glitter.

Below each video, ASOS prompts viewers to further explore the topic and shop their Insiders’ looks through dedicated pages on ASOS.com.

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By Camilla Rydzek

Camilla Rydzek is an Editorial & Research Assistant at Current Global. She helps both the content and consultancy teams gather insights across the fashion, beauty and retail industries. Her background is in studying Fashion Management at the University of the Arts London. Her interests lie in the evolution of technology and innovation and their implications on a more sustainable future.