London has always been the home of eclectic and unapologetic personal style. As one of the world’s four fashion capitals, throughout multiple generations, different fashion icons and trends have emerged from the city.

To honour the history of London’s impact on fashion and culture, Nike and ASOS have joined forces for to celebrate different personalities of London girls. Entitled ‘Own Her Space’, the campaign dives deep into the heart of London’s ever-evolving street style, spotlighting women who don’t just follow trends but set them.

The campaign revolves around three iconic footwear styles, each with its own narrative, reflecting the different facets of London’s fashion scene. First up is the Nike Cortez – a silhouette steeped in nostalgia while remaining contemporary. Originally a symbol of the 1970s running boom, it’s now a favourite for those who love to blend the old with the new, layered with modern streetwear. 

Following is the Nike V2K, a sneaker that resonates with those who prefer their style with a side of understatement. It’s a nod to the turn-of-the-century trends that are making a comeback in the most unexpected ways. 

Finally, the Nike Shox TL – a shoe synonymous with the rebellious spirit of London’s youth culture. From its launch in 2003 to its impact on today’s genre-defying music scene, the Nike Shox TL has been a constant over the last two decades. It’s the go-to for those who understand that style is more than just what’s in – it’s about what resonates.

Set against London’s iconic backdrop, the campaign captures the essence of the city’s fashion: gritty, vibrant, and unapologetically individualistic. Whether you’re walking the pavements of Brixton, or navigating the eclectic streets of Soho, the campaign is a reminder that the only good trends are the ones you set yourself.

Head to the gallery above to check out the full campaign.