ASOS and boutique hotel launch travel-inspired collection for Millennials

ONLINE fashion retailer ASOS has launched a travel-inspired collection with a boutique hotel brand and social media influencers in a strategy aimed squarely at Millennial consumers.

ASOS x Hotel Indigo Edits has been launched to represent seven different Hotel Indigo destinations in the US, with ensembles curated by local social media influencers .

Hotel Indigo is a youth-oriented brand from InterContinental Hotels Group, designed to reflect its local neighbourhood and culture. No two Indigo hotels are alike.

The men's and women's collection total 140 pieces, and each edit has been curated to reflect the local destination.

Guests who want to fit in with the locals while staying at Hotel Indigo New York Lower East Side, for example, can find inspiration from influencer Eugenie Grey of Feral Creature who created an edit that reflects the neighbourhood's hip hop and vintage culture.

For the Hotel Indigo Los Angeles Downtown, influencer Jamie Kidd curated a collection that evokes the glamour of Old Hollywood, the roaring 20s, and speakeasy culture, with jewel-toned pieces, silver boots, and a boldly red, off-shoulder blouse.

Other destinations in the campaign include Denver, Nashville, Alexandria (VA), Savannah and El Paso. — AFP Relaxnews