Global etail giant Asos will launch a new initiative this month, with Australia to be the first target market to trial the concept.
The online fashion force, which has never previously held events open to any consumer market, is soon set to hold three public events in Sydney on October 9, 10 and 11, to celebrate its latest campaign - Asos 'In Your World'.
All three events next week will be open to the public via a registration location on site or via a Facebook application, with each event to be executed using a different format.
These will range from integrating a digital shopping experience with live music, to fashion shows and video projection, with guests able to both physically view the collection and shop it, using the recently launched Asos 'Scan-to-shop' application, available on iTunes.
The Asos In Your World campaign, which went live this week, sees an exclusive preview of the retailer's spring/summer 2013 collection to Australia, with pieces available to be shopped online only in Australia via its local portal.
Asos In Your World will feature a collection from Asos Salon, as well as capsule collections entitled Caravan and Op Art for women and House Party for men.
The collection, released four months early for Australia, will be available for a limited period only in Australia, from October 7, before its worldwide release.
In addition to marking a new step for Asos, the combined activity also recognises the importance of the Australian market to the etailer, which remains the second largest territory for Asos, rivalled only by the UK.
While Australia's opposing seasonality to Asos's home market has remained a constant challenge for both Asos and the consumer, the company believes it may have found an innovative solution in previewing and selling their upcoming collections to Australia.