Belfast Telegraph

Fashion site ASOS brands Belfast a style capital

By Amanda Ferguson

It's the global fashion website that lets us know what the Duchess of Cambridge, Rihanna and other celebrity style icons are wearing.

Now ASOS - or As Seen On Screen - is set to promote Belfast as a style capital, as part of a Tourism Ireland drive.

The internet fashion house - founded in 1999 by Quentin Griffiths and Nick Robertson - lets fashion fans easily find clothes or accessories celebs are wearing and has been described as "the world's number one fashion destination for 20-somethings".

The new tourism campaign encourages ASOS customers to consider a 48-hour stop in Belfast or Dublin for a "weekend break with added FOMO" - fear of missing out.

Belfast's reputation for style has developed over many years with small boutiques, established high street chains and luxury designer brands all in our unique fashion melting pot.

In recent times a host of design talent has emerged from the city, including Una Rodden, Mary Rose McGrath and Grainne Maher.

Among Northern Ireland's fashion forward set is stylist and designer Sara O'Neill, the creative talent behind the Eadach Irish myths and legends silk range, showcased at Belfast Fashionweek just last month.

Sara told the Belfast Telegraph she is not surprised ASOS has turned its attention to Belfast.

"We have lots of very talented designers here, and now online shopping and social media allows them to remain here but sell globally," she said. "Like any city, Belfast has a lot of different styles but because it is so small all those styles tend to mingle together in one big melting pot, which you don't get so much in larger cities like London, where different style tribes stick to their own area.

Sara added: "There's a good music and subcultural scene in Belfast and there are a lot of bars and clubs for such a small place, so that allows people to be more individual and experimental in their style.

"Belfast loves its high street and seasonal trends, mixed with a bit of vintage and designer."

Articles about Belfast and Dublin will appear in the June and July editions of the ASOS magazine and the campaign also includes banner ads on the ASOS site, email marketing and social media activity.

Vanessa Markey, from Tourism Ireland, said the online promotion with ASOS will target 'social energisers' in England, Scotland and Wales in an effort to "bring our message of fun and excitement to life".

"Shopping and entertainment are really important for our 'social energiser' audience and we're hoping to show them that the island of Ireland is a unique and different destination - and inspire them to begin planning a city break in Belfast or Dublin very soon," she added.

"Great Britain is the largest market for tourism to Northern Ireland and Tourism Ireland has an extensive programme of promotions under way in GB throughout 2015, to grow visitor numbers to Northern Ireland this year."

Other areas highlighted include Titanic Belfast and the Causeway Coastal Route.

ASOS fashion is available at

Belfast Telegraph


From Belfast Telegraph