{"id":2104872,"date":"2026-08-21T00:00:00","date_gmt":"2026-08-20T21:00:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=2104872"},"modified":"2026-08-21T00:00:00","modified_gmt":"2026-08-20T21:00:00","slug":"wonderland-351","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=2104872","title":{"rendered":"Wonderland"},"content":{"rendered":"
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\n\t\t\tWonderland<\/span>
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\n\t\t\tA PITCH MEETING WITH LYAS AND PAT MCGRATH<\/span>
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We might be biased to say, but there\u2019s no question that a good magazine starts with a good team. Historical context, on-site experience, years of people-watching. A lot goes into crafting an engaging story. So it\u2019s no surprise that when it came to the relaunch of their editorial project, ASOS would enlist heavyweights to take on its reins \u2013 in walks Lyas and Pat McGrath.\u00a0<\/h3>\n
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Images Courtesy of ASOS<\/p>\n

Fresh from celebrating its 25th anniversary last year, ASOS is bringing back their editorial publication after originally stopping its publishing in 2019. ASOS Magazine will relaunch this September as a quarterly digital publication on Substack, alongside a limited-edition print edition, as the fashion retailer looks to reconnect with customers through storytelling, style inspiration and cultural conversation.<\/p>\n

It\u2019s a natural comeback amidst a climate of readers keen to unpack what goes behind the scene. For years, the fashion industry has been a bubble for the few. But now, customers are interested to know more about the brands they purchase and the world in which they exist. And ASOS is willing to open up its POV with its new autumn campaign, taking\u00a0 shoppers behind the scenes, revealing the internal expertise and global trends that guide modern style, offering a more curated and personalised experience across their website and channels.<\/p>\n

To inject fresh energy into the relaunch, ASOS has brought together two major names from the fashion and beauty worlds: Lyas, the content creator known for his irreverent approach to fashion and his open-to-all fashion week watch-parties, and generation-defining, industry-leading makeup artist Pat McGrath. \u201cBritish fashion has always been rooted in fierce individualism \u2013 and that fearless spirit is exactly what has kept it so endlessly thrilling,\u201d says Pat, speaking on this new chapter in British fashion.<\/p>\n

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\u00a0\u201cI have had the extraordinary joy of working with some of the greatest creative forces this country has ever produced, and what stays the same, season after season, decade after decade, is the audacity,\u201d she continues. \u201cThe absolute refusal to be anything other than entirely original. London has never been afraid to be strange, to be bold, to be provocative, to be completely itself.\u201d<\/p>\n

Today\u2019s fashion fans reject traditional elitism in favour of voices that feel relatable, witty, and inclusive. Lyas will join the editorial team, bringing the same fun and disruptive energy that has made his social commentary resonate with a new generation of audiences that value his transparency. \u201cI\u2019ve always loved how ASOS makes fashion feel accessible, and I\u2019m excited to be joining the editorial team to celebrate all the things that make people fall in love with fashion in the first place,\u201d he says.<\/p>\n

McGrath, meanwhile, brings authority to the project with her decades of beauty expertise and cultural influence she achieved through being, quite simply, the best in the game \u2013 from iconic runway moments to era-defining fashion campaigns and ahead of her own label, Pat McGrath Labs. Who could ever forget the viral glass\/porcelain skin beauty look she created for Maison Margiela\u2019s last couture show by John Galliano?<\/p>\n

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\u201cFashion and beauty are so subjective and so deeply personal to every individual,\u201d she tells Wonderland<\/em>, when asked how fashion and beauty can change how we feel about ourselves. \u201cFor me, true self-belief always comes from within \u2013 but fashion and beauty are the most glorious, extraordinary enhancers, there to make you feel as magnificent within yourself as you possibly can.\u201d<\/p>\n

\u201cA silhouette can change the way you carry yourself through a room,\u201d she continues. \u201cA sweep of colour can shift your entire mood in an instant. They allow us to experiment, to express who we are \u2013 or to become someone entirely new, just for a moment. At their most powerful, fashion and beauty are not about hiding or correcting anything. They are tools of pure self-expression that can make you feel completely, utterly yourself. Used well, they do not create confidence so much as reveal it.\u201d<\/p>\n

The return of ASOS Magazine will form part of a wider strategy rolling out this autumn, with further details on the first issue, editorial leadership and the cover talent announced in the coming weeks. \u201cI\u2019ve been an ASOS customer for years and always loved its ability to make fashion feel accessible and inspiring,\u201d added McGrath on the partnership. Our eyes are peeled!<\/p>\n<\/p>\n<\/div>\n<\/section>\n

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\n\t\t\t\t21 August 2026\t\t\t<\/div>\n
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Fashion<\/a><\/div>\n<\/p><\/div>\n
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\n\t\t\t\tLexi Jayde Finds Her Happy Ending<\/span> <\/span><\/a>\t\t\t<\/div>\n
\n\t\t\t\tDid Margaret Qualley just wear the freakiest shoes of the year?<\/span> <\/span><\/a>\t\t\t<\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

Wonderland A PITCH MEETING WITH LYAS AND PAT MCGRATH We might be biased to say, but there\u2019s no question that a good magazine starts with a good team. Historical context, on-site experience, years of people-watching. A lot goes into crafting an engaging story. So it\u2019s no surprise that when it came to the relaunch of […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[226,257],"class_list":["post-2104872","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-crawlmanager","tag-wonderlandmagazine-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2104872","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2104872"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2104872\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2104872"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2104872"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2104872"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}