Charlie: We were so happy that they got behind it.
Niellah [top pic, left]:... and giving us creative control is really important.
Liv: Yeah! For sure – feeling that you're not doing something for the brand, but that they're backing something that we wanted to do and that we've had the idea for for a little while now. We have a really good relationship with ASOS anyway, like, with the magazine team. They’re great people and that's quite a good judge of who we should be working with as we move forward with our more branded-type content.
Charlie: I remember I really clocked onto the campaign last year with Loyle Carner, cos that’s the first time I was exposed to him as a person. I remember thinking his project was genuinely really cool and I thought it was really awesome that ASOS was supporting it.
Varaidzo: That’s the thing that I've always found with ASOS – it’s really easy for brands to work with young creatives because they know that creatives have an audience, but any time I’ve seen ASOS produce work with people that I rate and respect, it's always been on the terms of those people. I don't think a lot of those other brands have really cottoned onto that.