ASOS has appointed Rina Lipa, the younger sister of popstar Dua Lipa, as its first-ever Style Dilemma Director. The role, announced on July 15, 2026, aims to help shoppers solve everyday outfit conundrums and navigate various occasions. To mark her appointment, ASOS launched a dedicated pop-up website featuring 50 hand-picked looks curated by Rina—25 for womenswear and 25 for menswear—covering wedding guest attire, summer holidays, and more.
Rina Lipa's Style and the Dua-Inspired Edit
A quick scan of the range shows that both Rina and Dua share similar style preferences. The 25 womenswear pieces include floaty fabrics, lavender shades, sparkly mini dresses, and casual two-pieces—all very Dua-inspired. Given that Rina already works in the industry as a model, her debut edit is packed with gems that reflect the Lipa brand style.
This hire follows a trend of brands appointing celebrities under playful titles. For instance, M&S recently announced Gillian Anderson as Chief Compliments Officer, while Gemma Collins became Canva's Creative Director and Olivia Attwood was named Chief Lips Officer for Vaseline.
Strategic Move to Drive Traffic
Rina's appointment is a clever strategy to drive traffic to the ASOS website, especially considering she has a following of nearly 1 million on Instagram. The edit is well worth exploring, particularly for fans of the Lipa brand style.
Our fashion lead picks her top five buys from Rina's 25-piece edit:
- Panelled V-neck cami fringe mini dress in purple, £115 – A fringed mini that embodies both sisters, perfect for festivals styled with boots.
- Open stitch cornelli pattern maxi dress, £65 – A monochrome print cover-up ideal for holidays, pairing well with white or black swimwear.
- Funnel neck textured drawstring waist shacket, £42 – A festival season essential in khaki that pairs well with denim and works through winter.
- Compact cotton racer top with bead detail in white, £26 – A white vest with sparkle, perfect with a floaty skirt or jeans and low heels.
- Chiffon mini dress with blouson waist in chocolate brown, £40 – A polished dress with a high neckline and sheer chiffon sleeves, wearable with knee-high boots now or tights and a blazer later.
