Asos has relaunched its Insider influencer programme, which gathers employees from across the fashion giant to offer customers inspiration, beauty, fashion, and style advice across social channels.

The scheme which was previously wound down in 2020 due to the Covid-19 pandemic, feeds into the company’s updated marketing strategy of focusing on “reigniting brand heat and reminding customers that Asos is home to the latest and best fashion”, the online fashion retailer claimed.

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As a result, 36 Insiders from the business have been selected based on their “strong sense of individual style and identity, love for fashion, and knowledge of fashion trends”.

Meanwhile, the Insiders will be tasked with creating fashion picks, to build “authentic connections with 20-something communities”.

Customers will begin to see Asos Insiders on its social channels including Instagram, TikTok and Snapchat as well as on site and in email marketing.

Asos Senior Customer Director, Dan Elton, said: “We’re so excited to be bringing back Asos Insiders and to be giving our customers a glimpse behind the curtain at Asos.

“As a business, we’re packed full of fashion and style enthusiasts who love the brand and love shopping on Asos, and we think there’s no one better to help us create deep and authentic connections with our customers than our very own Asosers.”

Asos also added Insiders can support other marketing activities for the brand, such as becoming the face of campaigns delivered together with Asos brand partners through Asos Media Group.