What to wear to…?: Asos appoints Dua Lipa’s younger sister Rina as retailer’s Style Dilemma Director
Asos has announced Rina Lipa, a British model and social media personality and the younger sister of pop star Dua Lipa, as its Style Dilemma Director, a new role created to help customers solve everyday style dilemmas.
Research commissioned by the fast fashion giant found that 92% of UK online shoppers aged 18–35 would like to see complete outfits styled for them, while 74% say everyday, trend relevant fashion inspiration is most useful when deciding what to wear.
It says that this appointment is the latest step in its strategy of co-creating with talent whose style authority resonates with its customers, putting creators and cultural figures at the heart of how the retailer curates, styles and presents fashion, rather than simply fronting campaigns.
Earlier this summer, Olivia Neill took over Asos social channels as Out of Office Director, wiping the feed and reimagining it in her own image. The takeover delivered nine million views and 90% engagement uplift, making it Asos’ most successful social activation to date.
As Style Dilemma Director, Rina Lipa has curated a new pop-up destination on the Asos app and website built around one question: “What to wear to…?” The microsite features 25 womenswear and 25 menswear looks selected by Lipa for key summer occasions: weddings, holidays, festivals, city breaks and spontaneous plans. Each is a complete, shoppable outfit with styling tips, built around real-life dilemmas rather than product categories.
Lipa says: “Style should feel exciting, not overwhelming. So many of us find ourselves asking the same question: what to wear to…? Whether it's a wedding, a holiday, a date night or a festival, this is about helping people find the answer, making getting dressed easier while still letting people express their own style.”
Vanessa Spence, EVP of Brand & Creative at Asos, says: “Our ambition is to be the stylist in every customer's pocket, curating and styling fashion so people can dress for the moments that matter and feel confident they've got it right. Co-creating with talent like Rina and Olivia is how we do that credibly: they bring a real understanding of how people approach style today, and our customers trust them. This is the first of many ways we'll bring that to life across everything customers see, buy and experience.
The microsite launches today with Lipa’s first edit of 50 looks.
2026 RTIH Innovation Awards
Fashion retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering
