Four weddings and a fashion item: Asos marries consumers with clothes

By Amy Kellow | 5 September 2013
An actual wedding chapel in Las Vegas. Source: Wikimedia Commons.

Ever dreamed of marrying your favourite fashion item? You have? Well, now you can. Online retailer Asos is arranging marriages tonight for loved-up fashionistas in a pop-up Las Vegas-style chapel. And it gets even weirder.

Brides and grooms will be walking down the aisle with a person in a white morph suit wearing their chosen item, whether it be a pair of heels, a clutch or a coat. That way they don't have to show their faces. The pair will be 'married' by a real celebrant in the company of guests, feasting on wedding cupcakes. A photographer will also be present, capturing each precious moment the newly weds share.

So how does it all work? And more importantly, why? Well, the online retailer was looking for a way to engage its fan base for the launch of Vogue's inaugural Fashion Night Out. The thinking behind it was that 20-somethings would rather marry their favourite fashion item than their partner.

The chapel - complete with stained glass windows and neon signage - will be open for ceremonies from 5-9pm at Sydney’s Martin Place. Consumers will be asked to line up, and once inside the chapel, choose their life partner from a range of Asos items on display. They will then go into the draw to win a "honeymoon" to Bali and encouraged to update their relationship status to married on social media. Their item will also be shipped to them, free of charge.

Those disinclined to become an item with an item can simply like the Asos Facebook page and will be sent a goodie bag from the retailer.

Tongue is the creative agency behind the execution. John Du Vernet, managing partner of the agency said: “Once we had validated the insight that 20-somethings would rather marry their favourite fashion item than their partner we had the perfect platform for ASOS to step in and have fun with the audience by facilitating the ultimate expression of love for fashion.”

AdNews has no idea of the legal implications, rights and liabilities of such marriages, especially should one partner later decide to slip into something more comfortable, thereby potentially forfeiting half of their wealth, record collection, dog etc. to a shoe.

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus