Marketing the Rainbow

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Case Study: ASOS

branche: Fashion

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& 2019

In 2019 Bustle wrote: "ASOS Just Dropped The SICKEST Pride Collection & 100% Of Proceeds Go To GLAAD". Now more than ever, fashion’s biggest brands are making a point to bring social justice into the collections that they drop. In their third exclusive collaboration, ASOS and GLAAD just launched its 2019 Pride collection and the fits are too cool for the summer. Think LGBTQ activism, but make it fashion."

100% of all net profits made were donated to GLAAD.

The collection includes 50 stellar pieces across t-shirts, track jackets, snake-print co-ord sets, neon pullovers, clear tote bags, sunglasses, and more. To make this collection even more inclusive, the styles in the line aren't only available in straight sizes (offers sizes XS to XXL), but also curve and plus sizes for women (offers sizes US 12 to US 22) and men (offers sizes XXXL to 6X).

Article last updated dec 16, 2021

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GLAAD 2017

In 2017 ASOS started a collaboration with GLAAD. "Want to make a statement and make a difference? Yeah, we feel you. So, we've partnered with iconic organization GLAAD to bridge the gap between style and activism. The capsule collection, ASOS x glaad&, launches today as part of GLAAD's & Together campaign. A portion of proceeds from the unisex line (which includes everything from sleek hoodies to tote bags and jewelry) go to GLAAD, so you can click "Add to Cart" with zero guilt. Join the fight against discrimination — rock the ampersand."

The prices for the unique articles were very decent (starting with GBP10 for a T) and to accomodate young buyers, you could also pay in installments (with Klarna or Clearpay) interest free. 

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& 2018

The collaboration with the inclusive moniker of ASOS x glaad& was continued in 2018 with a wider and more inclusive range. A kaleidoscope of colour, this time the 22-piece collection was available in both plus and curve sizing, and comprised both apparel and accessories including bucket hats, T-shirts, tote bags and denim jackets. Each piece was decorated with an ampersand motif to symbolise unity, equality and integrity. “The ampersand represents the power of our voices together,” read a description of the campaign on Glaad’s Together webpage.

To coincide with its inclusive messaging, Asos and Glaad cast models across the gender-identity and sexuality spectrum to front its campaign including 13 Reasons Why star Tommy Dorfman and Rupaul’s Drag Race contestant Pearl. Additional talent taking part in the project includes

YouTuber Ari Fitz, Chella Man, Darius Moreno, Elizabeth De La Piedra, Elizabeth Wirija, Quil Lemons, Rai Flowers and Trey Campbell.

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& 2020

For the fourth year in a row, the ASOS x glaad& capsule was presented. "This is our fourth collab with the LGBTQ+ charity since 2017 and this time around, you can expect the usual dose of colour with a side of vintage vibes and OTT prints. Oh, and as per, 100% of the net profits from the collection go direct to GLAAD."

They also wrote: "Over the coming weeks, there’ll be lots of inspiring and uplifting content from a kaleidoscopic cast of the best LGBTIQ+ activists, writers, performers and artists (plus everything in-between), who will be sharing their amazing skills across our platforms. There’s our educational #LearnTogether series on TikTok; a Variety Show on Instagram Live on Thursday at 8pm BST (hosted by Sex Education writer Mawaan Rizwan); and a drag aerobics class on Instagram TV – plus a whole lot more!"

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London Pride

In 2018, ASOS also became a partner of Pride in London and marched in the parade for the first time. Over 75 people from ASOS’s LGBT+ network came together to celebrate with the one million people who attended Pride. ASOS attendees wore items from the GLAAD gender-neutral collection for the ‘&Together Movement’.

They worked with queer artist Joy Miessi to create bespoke unity themed artwork "The Dots" for the march. Joy’s designs appeared on t-shirts, banners and placards carried by ASOSers, and on badges handed out to the crowd to promote ASOS’s acceptance for all message. A further 35 people volunteered in Pride’s pop-up shop selling merchandise. As part of the celebrations, ASOS also brought together 10 LGBT+ artists to create a piece of work that represented unity to them. 

Spirit Day campaign

GLAAD once again teamed up with ASOS for another line of apparel and accessories, this time capturing the essence of GLAAD's annual anti-bullying Spirit Day campaign, where the world “goes purple” to show support for LGBTQ youth and take a stand against bullying. The limited edition ASOS x GLAAD collection included two distinct shirts, one sweater, and a tote bag with words and phrases that speak to the heart and soul of Spirit Day. As with previous collaborations, ASOS donated 25% of all proceeds to GLAAD.

The campaign was repeated in 2019, with different products.


Exist Loudly 2021

In 2021 they teamed up with LGBT+ youth charity, Exist Loudly to launch a limited-edition collection through their exclusive COLLUSION brand. This was the first global brand partnership for Exist Loudly, which was founded by Tanya CompasTanya said: “We are committed to creating spaces of joy, community and care for Black LGBTQ+ youths through creative intervention, self-expression and digital storytelling. To ‘exist loudly’ is to exist as yourself, however that may be.” It’s a match made in heaven for COLLUSION, which has been promoting individuality in fashion since its inception in 2018. Unisex garms have long been their staple and this collection took their celebration of non-binary bodies, fluid gender expression and all-encompassing inclusivity to the next level.

The visuals were shot by self-taught photographer and self-professed ‘soul capturer’ Shinghi Rice. They star Tanya and seven young, Black, queer creatives, CashMosesTanakaAmiraTamikaShay and Anairin.

On top of the representation and the exposure, ASOS will also be donating £38,000 to Exist Loudly.

AZ Magazine wrote: "Other brands should take note, this campaign and financial partnership are proof that it’s possible for a corporation to celebrate Pride with integrity and that it pays for LGBT+ organisations to be selective with their collaborations."


ASOS plc is a British online fashion and cosmetic retailer. The company was founded in 2000 in London, primarily aimed at young adults. The website sells over 850 brands as well as its own range of clothing and accessories. ASOS originally stood for AsSeenOnScreen with the tagline "Buy what you see on film and TV" because it exclusively sold imitations of clothing from those mediums (for example, Brad Pitt's red leather jacket from the 1999 film Fight Club). However, it no longer has that meaning and is generally stylised as an uppercase acronym, although the company's logo represents it in lower case. ASOS' headquarters are in Camden Town, with additional offices in Paris, New York, Berlin, and Birmingham.

ASOS works with the charity Stonewall, which provides them with training and advice on how to make their workplace more LGBT+-inclusive.