Asos will launch a new brand, Collusion, targeting Generation Z, alongside a campaign capturing 100 young people living in the UK who have turned, or will turn, 18 this year.
Asos said Collusion has been shaped by and for an audience looking for something different from the fashion industry.
The brand will be gender-fluid and affordable, based on ideals of collaboration, inclusivity and experimentation.
It has been created over the past year by a group of six young people – students, stylists, activists, image-makers, authors and YouTubers – alongside a team of standalone designers.
It will launch on 1 October with an accompanying campaign, featuring 100 people in their hometowns of London, Glasgow, Birmingham and Brighton.
Each have been asked: “What do you wish for, in the year you come of age?”
Details of what the range will comprise and prices are yet to be confirmed.