Gender Is So Last Season as Asos Eyes Growth of Neutral Fashion

(Bloomberg) -- Asos, the U.K.’s largest online-only fashion retailer, plans to capture sales from a new generation that doesn’t want to be categorized as male or female.

“We look through the eyes of customers,” Asos Chief Executive Officer Nick Beighton said on a call with reporters Wednesday as the company reported stronger-than-expected profit. Members of Generation Z, who are now coming of age, “choose to be free to select their fashion the way they want.”

The campaign, titled “Collusion” includes items like a digital-print leopard shirt for 20 pounds ($26) and high-waisted skinny jeans for 15 pounds. Many of the items are worn on the site by two models.

Asos partnered with “influencers” who have thousands of followers on Instagram to help develop and market the line. In its first week of sales in October, it was the No. 4 brand out of 850 Asos labels, Beighton said, without citing exact figures.

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