ASOS: we are a company that believes in a world where you have total freedom to be you, without judgement. To experiment. To express yourself. To be brave and grab life as the extraordinary adventure it is. So we make sure everyone has an equal chance to discover all the amazing things they’re capable of – no matter who they are, where they’re from or what looks they like to boss. We exist to give you the confidence to be whoever you want to be.

Jazelle is a shapeshifter: fluidity and flux are at the core of her identity. She is not just one thing or another: she is perfectly consistent in her inconsistency. But her core, her identity, her soul has nothing to do with how she looks at the moment. Her style is curious and exploratory – an exciting, every-changing and inspiring example of the ASOS audience.

The film stars it-model Jazzelle Zanaughtti and focuses on Jazzelle’s diverse sense of style, amplified through her fashion motto; “my style is never done”. The campaign’s concept involves having the confidence to explore your own personal style and try new things, as well as having an open-minded attitude that transcends fashion and champions self-expression.

This message epitomises Jazzelle’s style: the campaign sees her in various characters and alter-egos inspired by her personal experiences, such as her time as a young ballet student.

As a medium, fashion offers up the perfect opportunity for self-expression. Most people don’t slot into one defined category when it comes to their personality, so why dress in a way that limits you? To help empower clients to explore style and embrace the many sides of yourself, Jazzelle - whose aesthetic knows no bounds – takes the viewer on a journey of self-expression, playfulness and experimentation.