Asos and Cancer Research UK launch ‘Fashion Forecast’

Have you been sunburnt before? The answer is likely to be yes but you may not have been aware that sunburn can seriously damage your skin. That’s why leading online retailer Asos has joined forces with Cancer Research UK to create Fashion

Forecast in a bid to not only raise awareness of dangerous sunburn but to combat crimes against fashion. The message is to look cool and enjoy the sun safely this summer.

The summer campaign targets young people and aims to make them more aware of the dangers of sunburn such as skin cancer and premature ageing of the skin. Whether it is a trip to the park, a festival or just hanging out with friends, the Fashion Forecast will help shoppers pick an outfit that is all about style and not sunburn.

A survey was published earlier this month to mark the launch of ‘Fashion Forecast’ from Cancer Research UK’s SunSmart campaign and fashion retailer Asos. The light-hearted poll revealed that the socks and sandals combo are looks to completely avoid this summer, but a worrying fact emerged that only a diminutive four per cent of people regarded sunburn as a summer fashion faux pas. This suggests an unnerving acceptance of unhealthy sunburn as a fashion norm.

Caroline Cerny, SunSmart Campaign Manager at Cancer Research UK, said: “It’s been fun to see which looks are a definite no-no in the summer style stakes. And, while it may seem predictable to see the likes of socks and sandals topping the list, it’s worrying to see that sunburn and tan lines rank so low. It makes you wonder whether the nation might have become immune to seeing people with red or peeling skin, and that’s a real concern when skin cancer rates are constantly on the increase.”

Cerny added: "Who says it can’t be all style and no sunburn? Why can’t you do both? There are a few simple things that people can do to protect themselves this summer, including spending some time in the shade between 11 and 3, when the sun is at its strongest, and applying at least factor 15 sunscreen when there’s a chance of sunburn. Using clothes to cover up is another great way to protect skin from too much UV, and that’s why we’re working together with Asos to show how easy it can be to be SunSmart and stylish at the same time.”

The poll also revealed that over two thirds (34 per cent) admit to having ever sported the potentially dangerous sunburnt look for themselves, with that figure rising to almost half among people aged 18-34 years (44 per cent). This is particularly worrying as getting sunburn is a sign that the skin cells have been damaged and increases the risk of malignant melanoma, the most serious type of skin cancer in later life.

Terri Westlake, Head of Media at Asos, said: “We’re delighted to be working with Cancer Research UK to promote the positive message for young people that looking good and staying safe from the sun are two things that can go together hand in hand. The stylish cover-ups and hats you’ll find on Fashion Forecast all offer great protection from the sun and mean that we can all enjoy the weather in style.”

Fashion Forecast provides up to the minute expert style advice for any occasion and has a range of versatile looks to help people work their wardrobe with “all style, no sunburn” this summer.