Andrew Tiller has been appointed as the new creative director of British online retailer Asos. The creative moves from the British fashion house Stella McCartney, where he worked as visual director for over two years.
Tiller confirmed the news on his LinkedIn account. There he wrote: “I thank everyone who has been part of this journey so far for their support and encouragement along the way. I look forward to what lies ahead.”
Prior to Stella McCartney, Tiller held a number of design-focused creative positions. He worked as a creative strategist at the social media giant Meta for two years. There he oversaw marketing for clients such as Chanel, Dior and Louis Vuitton.
He also served as Senior Director, Brand Creative for Stuart Weitzman. Other positions as creative director include Laird + Partners, DJA, Mariotestino+ and TillerWilliams.
Tiller’s arrival at Asos comes amid an ongoing transformation of the online retailer. The focus is on achieving sustainable, profitable growth rather than just increasing sales.
The core of the strategy is the revision of the product model. This becomes clear through the expansion of the ‘Test & React’ approach. This approach shortens the time it takes to get trending items from design to platform.
These measures and other structural changes appear to have produced strong results. Asos increased its adjusted earnings before interest, taxes, depreciation and amortization (EBITDA) for the 2025 financial year by 51.5 million British pounds. This reflects the impact of the new business and warehouse models.
In the report, Chief Executive Officer (CEO) José Antonio Ramos Calamonte said that the most difficult work lies behind the company. He is “more confident than ever that we have the right strategy and capabilities to achieve our goal of becoming the most exciting destination for fashion lovers.”
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