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Corporate Update

ASOS Names Andrew Tiller Creative Director Amid Profit Focused Transformation

• By  Textile Excellence
• June 15, 2026

Online fashion retailer ASOS has appointed Andrew Tiller as its new Creative Director, bringing in a seasoned brand strategist at a pivotal stage in the company’s transformation journey. Tiller joins from luxury fashion house Stella McCartney, where he served as Visual Director, and previously led campaigns for major luxury brands including Chanel, Dior and Louis Vuitton during his tenure at Meta.

The appointment comes as ASOS accelerates efforts to improve profitability through operational efficiency and faster product development. A key pillar of this strategy is the company’s expanding "Test & React" model, designed to significantly reduce lead times from design to online launch, allowing quicker responses to changing consumer demand.

Under the leadership of Jose Antonio Ramos Calamonte, ASOS reported an adjusted EBITDA improvement of £51.5 million in fiscal 2025. Industry observers believe Tiller’s expertise in brand storytelling, digital engagement and luxury marketing could help strengthen ASOS’s market positioning as it balances growth, profitability and consumer relevance in an increasingly competitive global fashion landscape.

Under the leadership of Jose Antonio Ramos Calamonte, ASOS reported an adjusted EBITDA improvement of £51.5 million in fiscal 2025. Industry observers believe Tiller’s expertise in brand storytelling, digital engagement and luxury marketing could help strengthen ASOS’s market positioning as it balances growth, profitability and consumer relevance in an increasingly competitive global fashion landscape.