ASOS

Creators Moving Into C-Suite and Executive Roles

Brands are increasingly assigning creators executive-sounding roles — sometimes as partners rather than employees — reflecting a shift in how marketers value creator-led strategy and authenticity. Examples cited include Jack Shane becoming chief creative officer at German candy company Katjes; Whitney Leavitt named chief creative and brand officer at soft-drink brand Cool Sips; Nadya Okamoto appointed chief creator officer at investment platform Cherub; and Jordan “The Stallion” Howlett given the title chief content officer at San Diego-based eyewear company Blenders. Executives and agency leaders quoted in the piece argue some appointments are substantive and influence product, culture and marketing strategy, while others are ceremonial. The article frames this as part of a broader trend in the creator economy: brands expanding creator budgets and treating creators as strategic partners with measurable business and cultural impact.

ASOS Magazine returns on Substack and in print

ASOS is relaunching its in-house fashion magazine. The Asos Magazine will return as a quarterly digital publication on Substack in September 2026, accompanied by a limited printed edition. The relaunch is the centerpiece of ASOS’s autumn campaign and will be supported by advertising, social media, a curated product selection (including ASOS Design and Topshop), and a five-day pop-up experience during London Fashion Week. Guest contributors named for the relaunch include make-up artist Pat McGrath (Guest Beauty Curator), Elias Medini (Lyas) as Contributing Editor, and creator Farron Clark as a marketing insider. ASOS cites a customer survey showing 68% find product selection easier than styling, and 53% want complete outfit ideas.

Virtual Try-On Shows How AI Scales in Fashion

The article explains how generative AI and computer-vision techniques have made Virtual Try-On (VTO) commercially viable for fashion e-commerce by creating realistic digital twins from standard product images. VTO can raise conversion rates, reduce costly returns, and generate first-party data that improves personalization and assortment planning. Retailers and brands such as ASOS, Breuninger and Maybelline are already integrating VTO into the customer journey. The piece frames VTO as an example of how companies across industries can scale AI by focusing on concrete customer problems that deliver measurable business value, and it points to DMEXCO 2026 as a forum where these ideas are discussed.