ASOS Names Law Roach Its Stylist in Residence

By Rocco Lavue

ASOS has named Law Roach its new Stylist in Residence, bringing one of fashion’s most recognizable celebrity stylists into an ongoing creative role with the online retailer.

Roach, whose client work has included Zendaya and Celine Dion, will help style seasonal ASOS campaigns and provide his perspective on how customers can approach and wear key trends. Rather than positioning him around a single collection or campaign, the appointment gives Roach a continuing role in how ASOS presents fashion to its audience.

The partnership begins alongside the relaunch of ASOS Magazine, which is returning as a quarterly digital publication on Substack with limited print editions. Roach styled six covers for the magazine’s return, connecting his new position directly to ASOS’s renewed editorial push.

That connection is what makes the appointment worth watching. ASOS already operates editorial fashion content through its Style Feed, including trend coverage and styling guidance from its in-house stylists. Bringing Roach into the company adds a recognizable outside fashion voice to that existing system.

For Roach, the position extends his influence beyond styling individual celebrities and red-carpet appearances into an ongoing relationship with a mass-market fashion platform. For ASOS, it puts a stylist with significant cultural visibility between the clothes it sells and the customers deciding how to wear them.

It is a relatively simple appointment, but a deliberate one: ASOS isn’t only putting Law Roach in front of its clothes. It’s giving him a recurring role in how those clothes are presented.

That’s the entire play. Short, current, factual, and out. No need to manufacture a larger thesis for a move that works perfectly well as a GREAY valley announcement.