ASOS takes Aspen

This President’s Day weekend, ASOS — the global online fashion destination — is underway with a hands-on fashion takeover in Aspen, running daily from 7 a.m. to 11 p.m. through Feb. 16.

The multi-touchpoint winter program spans two marquee venues: an immersive pop-up at The St. Regis and a cultural-forward program at Snow Lodge Aspen. The ASOS activation blends fashion, hospitality, and culture as part of NYLON’s week-long residency at the Snow Lodge.

“The Snow Lodge is all about energy, style, and good times, and ASOS fits right in. From après ski to late-night looks, this pop-up brings effortless winter fashion and excitement to Aspen,” Founder and Creative Director of the Snow Lodge Jayma Cardoso said in a press release.

At The St. Regis, ASOS debuts an immersive pop-up and window display spotlighting curated winter-ready and transitional edits, with the brand woven into the guest journey through in-room catalogs and on‑property shopping. 

The Aspen activation marks ASOS’s fourth U.S. experience-led activation in recent months. The event highlights the brand’s strategy to connect with U.S. consumers through elevated, in-person experiences in key destinations like Aspen.

Together, these touchpoints extend ASOS beyond traditional retail, connecting the digital‑first brand with consumers during one of Aspen’s highest‑traffic winter weeks. 

The St. Regis Aspen Resort and Snow Lodge Aspen are located at 315 East Dean St. For more information, visit ASOS.