Um, ASOS has a new brand called COLLUSION
As I was scrolling through my inbox yesterday, I came across ASOS’s latest newsletter. Usually I don’t open spam, but the subject caught my eye: “New brand exclusive: COLLUSION.”
Je suis intrigué.
Here’s what the email says:
Introducing COLLUSION. An authentic new brand inspired by (and created by) its own audience. Exclusive to ASOS, COLLUSION is all about inclusivity. Available in sizes XXS to 2XL, with a variety of unisex pieces woven into the collection and starting at £5, it's an evolving line by this generation, for this generation.
I mean, that’s cool. But I don’t think ASOS knows what the word “collusion” means.
According to Dictionary.com, it can either be “a secret agreement, especially for fraudulent or treacherous purposes; conspiracy” or “a secret understanding between two or more persons to gain something illegally, to defraud another of his or her rights, or to appear as adversaries though in agreement.”
Unsurprisingly, if you google “collusion”, the first page of results will show reports of Donald Trump’s alleged coordination with Russia to get him elected. Since he’s been in power, an accused sexual predator has been voted into the Supreme Court. Trump has attempted to ban transgender people from serving in the military. There is now a Muslim ban.
It’s ironic that ASOS’s “woke branding” is named after a word that has become synonymous with this reported scheme to get Trump elected. A president who has been instrumental in stripping marginalized people of their rights.
ASOS’s marketing team seems to be mistaking “collusion” for the cool, new buzzword of 2018. Whether or not they are trolling for promotion, it’s extremely tone deaf.
This isn’t the first time a clothing line has tried to be ironic and completely missed the mark. It was just last month that Lena Dunham received backlash for helping create a line of fat-shaming sweatshirts.
UPDATE: COLLUSION has responded LOL.
Header image credit: COLLUSION