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Sponsored video: get Azealia Banks’s latest look through ASOS


November 24, 2012/12.06

A Lucire special promotion

Trust ASOS to stay on top of the latest trends when it comes to music this season: its campaign features Azealia Banks, Charlotte Free and Ellie Goulding.
   Tying fashion to music seems to be the thing to do this season. Hennes & Mauritz promoted its autumn season using Lana del Rey (see Lucire 28), while ASOS is getting in to the party spirit with Banks, Free and Goulding.
   Banks appeals to a very different demographic: those who love her rap and her theatrics. Having come from Harlem—as the neighbourhood gentrified—Banks originally launched her music online in 2009 under the pseudonym ‘Miss Bank$’ before adopting her current identity.
   She’s steadily risen upwards in fame, hitting NME’s Cool List in 2011, releasing her mix tape ‘Fantasea’ last July, while her début studio album, due in February, is bound to get her noticed even more. Early next month, Banks will be on tour in Hong Kong, and she’s collaborated with Lady Gaga and Kanye West. One Tweet from Gaga alone can propel any artist into global media attention, let alone all her other projects.
   Her new song, ‘Fierce’, is previewed in the ASOS videos, which has been shot exclusively for the online retailer. Each item that Banks wears—check out her blue dress, crimson blazer and black corset—can be purchased through the website, with theme of making one’s ‘Best Night Ever’ for the holiday season.
   Banks’s clip follows Ellie Goulding’s ‘Only You’. The website also features video interviews with Banks, as well as tips from all three artists who form part of ASOS’s holiday campaign.

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