LONDON — Asos on Saturday appointed self-described image architect Law Roach as its first stylist in residence in a creative partnership that aims to sharpen the British e-tailer’s fashion point of view and offer more styling guidance to its fashion-loving and value-driven shoppers.

The newly created role is part of a strategy called The Stylist to inform shoppers on how to wear product rather than simply adding more choice. Roach will work across campaigns, editorial and styling content and what the company described as “cultural storytelling.”

The move follows research commissioned by Asos showing that 68 percent of consumers say it is easier to know what to buy than how to wear it, highlighting demand for practical styling advice and outfit-building.

As stylist in residence, the red carpet mastermind for the likes of Zendaya, Celine Dion and Ariana Grande will collaborate with the Asos team on seasonal campaigns and trend direction, with his influence intended to be visible in how outfits are put together and presented.

The company said the partnership is designed to help customers “discover what works for them, understand how to wear it and make it their own.”

His appointment also coincides with the relaunch of Asos Magazine. Roach has styled six covers for the new issue, each linked to a shoppable edit that breaks down the cover look into a complete outfit at Asos price points. The edits focus on key seasonal themes including maximalist looks, statement tailoring, elevated layering and modern takes on heritage pieces.

“I’ve always been fascinated by the power of fashion to transform how people see themselves and how they show up in the world. What excites me about Asos is the opportunity to help more people discover their own point of view through style,” said Roach, who is currently a judge on “Project Runway” season 22, alongside Heidi Klum and Tyra Banks.

He told WWD that the conversation with Asos began a few years ago when they dressed him for the Fashion Awards, and he has always wanted to be a service to a larger audience, hence the launch of his book “How to Build a Fashion Icon.”

“I really loved that look. It was this sheer polka-dot top, and I felt really great in my body and from there the relationship just developed,” Roach added.

Speaking about the working experience with Asos, the stylist said there’s a real exchange of ideas.

“I’d hope that my point of view and the work we create together can inspire other parts of the business too. It has the potential to grow organically and influence how Asos thinks about fashion and styling more broadly. That’s what makes the relationship exciting,” he continued.

Vanessa Spence, executive vice president of brand and creative at Asos, hailed Roach as “one of the most influential creative voices in fashion today.”

“As we continue establishing Asos as The Stylist, his eye and understanding of fashion culture will help us bring more inspiration, curation and confidence to our customers,” Spence added.

Asos said further elements of the partnership, including London Fashion Week activations and additional style-led projects, will be revealed over the coming year.