Fashion brand COLLUSION has announced its launch, backed by global fashion e-tailer, ASOS. The brand is said to be ‘for the coming age,’ shaped by, and for, an audience who demand something different from the fashion industry. The brand re-thinks fashion categorisation, and is concepted as gender-fluid. 

COLLUSION has been under construction for the past year, created by a line-up of students, stylists, activists, image-makers, authors and YouTubers – each with their own influential online voices and diverse followings. COLLUSION is anchored by the ideals of collaboration, inclusivity and experimentation. The brand model sets out to be constantly evolving and never fixed. The label targets a new generation and real members of that audience.

The label will launch with a national campaign, capturing 100 young people living in Britain who have turned, or will turn, eighteen this year. Each of the 100 are seen in environments which are deeply authentic to them, in their hometowns of London, Glasgow, Birmingham and Brighton. Each of them are spotlit for the unique story they have to tell. Each of them are asked a simple question: “What do you wish for, in the year you come of age?” The work becomes a group portrait and visual census of Britain's youth at a unique moment in time. The project is a combination of fashion campaign, poignant artwork and social experiment.

COLLUSION will launch globally on 1 October. The brand was created in collaboration with a team of standalone designers and creatives assembled by ASOS. 

More details, including the line-up of COLLUSION collaborators, will be announced in due course.

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