Rina Lipa joins forces with ASOS

Rina Lipa joins forces with ASOS

Rina Lipa Named ASOS Style Dilemma Director

British model and dancer Rina Lipa has been unveiled as ASOS' new Style Dilemma Director, taking on a role designed to help customers navigate everyday fashion challenges and find outfits for important occasions.

The new position sees Lipa helping ASOS customers tackle some of the most common questions that come with getting dressed, from deciding what to wear to a wedding or holiday to finding the right look for a date night or festival.

Known for her work in modelling and dance, Lipa brings a fashion-focused perspective to the role while encouraging customers to approach personal style with confidence. Her appointment forms part of ASOS' efforts to make online fashion shopping more useful and relatable for customers facing familiar wardrobe dilemmas.

Commenting on the new role, Lipa said: “Style should feel exciting, not overwhelming... Whether it's a wedding, a holiday, a date night or a festival, this is about helping people find the answer - making getting dressed easier while still letting people express their own style.”

The Style Dilemma Director role puts the emphasis on finding practical fashion solutions without losing individuality. Rather than suggesting that there is one correct way to dress for a particular occasion, the initiative is centred on helping customers discover looks that suit both the event and their own personal style.

With Lipa at the helm, ASOS is combining fashion advice with the accessibility of its online platform, giving customers a new point of reference when they are unsure what to wear. The partnership also adds another high-profile face to the retailer's fashion-focused content and customer experience.