By  on April 26, 2019

Asos and Life Is Beautiful’s new multiyear partnership is aimed at bringing the festival and retailer one-step closer to their consumer base.

The deal and inaugural apparel launch collection — celebrated Thursday evening in Hollywood with a guest list that included Sofia Richie, Scott Disick, Katherine McNamara and Madison Beer — makes Asos the festival’s exclusive retail partner. That means it will be the only company working with Life Is Beautiful on apparel for this year’s festival, in addition to multiple activations both on and off the festival grounds.

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