ASOS ADVENTURES

 
 
FEATURES

To kick off London Fashion Week I headed over to ASOS Headquarters to learn about their take on all things beauty. The magazine’s beauty department is quite small, made up of Laura, her assistant Annie and the magazines associate editor, Marina, who oversees the team.

Laura showed me around their massive operation in Greater London House, and broke down how the team works. “We have a meeting with beauty buyers to discover the most exciting products for the site,” she said, “and then we come up with concepts we can translate into editorial.” The magazine also runs a variety of trend-driven beauty features, including ‘Nail Bar’ and ‘Beauty Junkie’ (insert plug: look out for my feature in the November issue!).

I was impressed by the world of ASOS and how they are able to keep their entire online operation in house–Everything from the buying, to the shooting and editing takes place in one building (albeit on several different floors).

Of course I couldn’t leave without a trip to the hair and makeup studio where models get camera ready before being shot on their catwalk just across the hall.

Photos by Aimee Blaut in London

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