fashion inspiration beyond STREET STYLE

What if we could connect with the fashion designers who make the clothes we love? What if new or established fashion designers could share their work to their admirers and build a following? ASOS Studio is an app concept that answers these questions by connecting 20something fashion-lovers with fashion designers.

I independently designed this app as a student at Western Washington University.

2014 Adobe Design Achievement Awards
Web & Application Design Semifinalist


The Challenge

ASOS strives to become the number one online fashion destination for 20somethings worldwide. It aims to inspire and engage with its audience on a daily basis in a way that feels credible, authentic and cool. Today’s 20something consumers are more inspired by the clothes they see on the street, celebrities and their peers than they are by catwalk trends. However, street style, one of the biggest fashion trends of recent years, is already becoming rapidly overused.

ASOS wants to imagine what’s next after street style – how can ASOS present and share fashion inspiration in an entirely new way that engages with a future generation of global 20somethings who live on their devices?



Although I have shopped on ASOS before, I did some research on the company to understand their current offerings and how they positioned themselves in a saturated softlines market. Here’s what I learned:


What do we know about ASOS?

– Headquarters are in Camden, North London.
– Millions visit ASOS around the world every day.
– Sells their own label and world-renowned brands.
– Ships to customers in over 190 countries.
– As of 2013, 63% of sales were outside of the UK.

Target Audience of ASOS

A 20something fashion-lover: an avid consumer and communicator who is inspired by friends and celebrities.


Strategy of ASOS

More than just an online retailer, ASOS wants to be as synonymous to fashion for 20somethings as Google is to search and Facebook is to social networking.

They’ll measure success through, amongst other things, our share of online traffic, the number of followers on social media sites, and, of course, sales.

They are creating the best experience for their customers so they return to ASOS every day, and they’re doing it in three ways: multiple channels, distribution and merchandising.


What is Street Style?

Street style photography began as a showcase of  genuine usage of clothing to express personal style. Over the years, it exploded in popularity. Street style is an incredibly viral, instant, and addictive facet of fashion that’s changed lots of the ways in which fashion gets made and consumed.

In an age obsessed with immediacy, street style has joined the easy to digest media we consume on a daily basis. As a society, we routinely become addicted to something. Then as it gets overexposed and over saturated, we get bored. We move on. The same is true in fashion. Once something is being done by everyone, its ‘cool’ factor is lost. What was once a curated, influential, and refined art, has become commercialized & abused.



Thinking about the next best thing in fashion, I used my research to come up with some app ideas. My ideas ranged from users creating their own interactive fashion magazine to adding quick snapshots of inspiration to a sharable fashion story.  But what I really needed to do was talk directly to the users: 20something fashion-lovers.


User Research

I conducted some online surveys through SurveyMonkey and Google Drive. Respondents were all between the ages of 19-23; 74% female. I was able to get very detailed responses from one of the surveys and some specific data points which influenced my app concept.


app concept


ASOS Studio is a mobile app that connects 20something fashion-lovers (“admirers”) with new and already established fashion designers through a social mobile interaction.

ASOS Studio answers the following questions:

What if we could connect ourselves to the brands that we wear and the designers who makes the clothes that we love? What if new or established fashion designers showcased their work online and connected with their followers like musicians can on Soundcloud or graphic designers on Dribbble? How can we feel a part of a clothing brand's story as much as they are a part of our daily lives?


Competitive Analysis

Next, I browsed the appstore to find apps that were similar to my concept, going through pros and cons of each app. I analyized the app, Pose, Trendabl, Lyst, Styletag and Tory Daily – reviewing them based on their interface design and functionality. I concluded that even though there are similar fashion apps out there, none of them gave a platform to fashion designers to connect with fashion-lovers and vice versa.



The most important part in defining my app concept is to focus on its users. First question I needed to answer was what are the goals of the users and how are they prioritized? Then develop a few user stories to further define the audience.



The majority of the content will be user-generated through posts from both designers and admirers. They will be viewed through a stream of recent posts from those they follow. Many of the features of the app contribute to raising awareness of fashion designers’ work and connecting 20something fashion-lovers with designers and each other.


Moodboard & Inspiration

Before diving into the app design, I gathered some inspiration and compiled it into a moodboard.

Logo Design

Starting with a word list and a few sketches, I landed on a logo that used the iconic canvas for fashion designers: the mannequin.


App Design

After a few iterations, I designed the primary touchpoints of the app in a series of screens. Then put it together in a video.

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This project along with 4 other student projects of mine were semifinalists for the 2014 Adobe Design Achievement Awards.

Web & Application Design Semifinalist
ASOS Studio (Mobile App Design)
Equinox (Web Design + Prototype)
Potion (Interactive Design)

Packaging Design Semifinalist
Zocoa (Branding/Packaging Design)
Band Aid (Brandng/Packaging Design)