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ASOS online fashion upbeat in both FW21 ad and flexible new work policies

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ASOS online fashion upbeat in both FW21 ad and flexible new work policies by Tree Elven on 07/10/2021
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While British online fashion and cosmetics retailer ASOS - short for 'as seen on screen' - has built its clientele largely among the younger demographic since setting up in 2000, menopause is one of the 'health-related life events' covered in its newly unveiled work policies, alongside pregnancy loss, cancer treatment, gender reassignment surgery and removing from a domestic abuse situation. In times when paring down to the bone has become a painful norm for hard-pressed workers and 'precariats' in the gig economy, some companies are apparently kicking back against the 'growth is everything' mantra. “All of us face unexpected challenges in life, and sometimes these can create very difficult circumstances which mean we need to step away from or change how we work,” said ASOS CEO Nick Beighton. He also said that the new, gender-neutral framework would both support ASOS workers through difficult times at a practical level while raising awareness of the distress common life events can cause. Does this affect the way you see this upbeat ad for the ASOS Fall/Winter 2021 collection, or are you too aware of the environmental havoc wrought by the 'fast fashion' trend? If you're a people-watcher, you might just enjoy the fleeting expressions and glimpsed surroundings that tell an entire story in the one-minute campaign. And if you're wondering about the song, it's 'Pull Up' by Keys N Krates.

Keywords: ASOS FW21, ASOS gender-neutral work policies, online fashion retailer, menopause policy British companies, Byte Productions

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