Law Roach is officially ASOS’ first Stylist in Residence. The British online retailer announced the partnership Saturday, putting the man behind Zendaya’s most iconic red carpet moments in charge of helping everyday shoppers pull a look together.
The role is brand new. Roach will work with ASOS teams on seasonal campaigns, trend direction, editorial and styling content, plus what the company calls “cultural storytelling.” His eye is meant to shape how outfits are built and shown across the whole site, not just pop up in one campaign and disappear. Roach told ASOS the job excited him because it “feels a little permanent.”
His first assignment is already done. Roach styled six covers for the relaunch of ASOS Magazine, which is coming back as a quarterly digital publication with a limited print run. Each cover comes with its own shoppable edit, so readers can buy into the looks, which lean into maximalism, statement tailoring, layered pieces and modern takes on heritage style. ASOS says more projects with Roach will be announced throughout the year.
The Stylist in Residence title is part of a bigger play. ASOS is positioning itself as “The Stylist,” focused on showing shoppers how to wear what they buy instead of just throwing more options at them. The retailer’s own research found 68 percent of consumers say it is easier to know what to buy than how to wear it. ASOS has already rolled out outfit based shopping, a Buy The Look feature and an AI stylist through ChatGPT in the U.K. and U.S.
Roach said what excites him about ASOS is the chance to “help more people discover their own point of view through style.” Vanessa Spence, ASOS’ executive vice president of brand and creative, called him “one of the most influential creative voices in fashion today.
The resume backs that up. Roach has dressed Zendaya for every major red carpet since 2011, reinvented Celine Dion’s public image, and worked with Ariana Grande and Anya Taylor-Joy. In 2022, he became the first person to win the CFDA’s Stylist Award, a category the organization created for the first time. He was also a judge on the HBO Max ballroom competition series Legendary.
And all of this comes three years after Roach told the entire industry he was done. In March 2023, he posted that he was stepping away from styling, blaming the politics, lies and false narratives of the business before signing off with, “You win. I’m out.” He never fully walked away, though. He kept working with Zendaya, and now he is taking that eye to one of the biggest online fashion retailers in the world.