Rina Lipa, the younger sister of pop sensation Dua Lipa, has been appointed as ASOS's new Style Dilemma Director. In this role, the 25-year-old dancer and social media personality will focus on creating styling content across TikTok and Instagram to help shoppers solve everyday fashion challenges.
ASOS announced the collaboration by sharing a series of looks modeled by Lipa, who has previously been described as a 'Gen Z It Girl.' The campaign positions Lipa as an authority figure who can provide solutions for common wardrobe concerns, with the online retailer stating, 'Our Style Dilemma Director just uncovered the place that has all the answers. Consider your summer wardrobe sorted, styled by @rinalipa.'
Lipa takes over the role from Irish influencer Olivia O'Neill, who previously served as ASOS's Out of Office Director. In her new capacity, Lipa will be featured in styling content designed to address these 'style dilemmas.'
ASOS's Instagram page has showcased Lipa in various outfits, including a yellow crochet mini dress with silver tassel detailing, a silver mini dress paired with black slingbacks, and a halter neck brown top with denim shorts and Nike trainers. She was previously recognized by Tatler magazine as a 'Gen Z It Girl you need to know.'
Beyond her modeling work and new role with ASOS, Lipa has also ventured into acting, recently landing her first major role in a horror film. Her prior modeling experience includes campaigns for Red Valentino and a collaboration with Nasty Gal before she turned 20.
Despite her growing public profile, Lipa has spoken about maintaining a grounded perspective, crediting her parents' upbringing. She spent lockdown at her parents' home in north London before moving into a house share and has celebrated birthdays with school friends. She noted that her parents encourage them to help with household chores, even with their successful careers.
Lipa's parents, Dukagjin and Anesa Lipa, are of Kosovar-Albanian descent and emigrated from the Balkans to London. Her father, a former rocker, is the son of historian Seit Lipa, who reportedly lost his job for refusing to alter historical accounts of Kosovo. Her parents gave up their professions as a dentist and lawyer, respectively, to flee conflict and political instability, settling in Hampstead, north London, where they worked in hospitality while pursuing further education. Dua Lipa has previously spoken about witnessing her parents' dedication to education and work throughout her childhood.