Rina Lipa, the younger sister of singer 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 create content for TikTok and Instagram aimed at helping shoppers resolve everyday fashion challenges.
The online fashion retailer announced the collaboration by sharing a series of looks modeled by Lipa. Previously, the position of Style Dilemma Director was held by Irish influencer Olivia O'Neill, who served as ASOS's Out of Office Director.
Lipa, who has previously been described as a 'Gen Z It Girl,' will leverage her styling expertise to address common fashion predicaments for ASOS's audience. The campaign announcement featured a segment where Lipa receives a call from O'Neill, who briefs her on the role.
In the promotional content, Lipa is seen showcasing various outfits, including a yellow crochet mini dress with silver tassel details and a silver mini dress paired with black slingbacks. She was also pictured in a halter neck brown top with denim shorts and athletic trainers.
Lipa's career in the fashion and entertainment industry predates this ASOS role. She has previously modeled for Red Valentino, collaborated with Nasty Gal, and has also secured a role in a horror film. Despite her growing public profile, Lipa has maintained a grounded approach to life, spending lockdown with her parents in London and celebrating her birthday with childhood friends.
Born in London to Kosovar-Albanian parents who emigrated from the Balkans, Rina and her siblings, including pop star Dua Lipa and aspiring music producer Gjin, grew up in the UK. Their father, Dukagjin, a former rocker and son of historian Seit Lipa, and mother Anesa, a former lawyer, left their home country due to conflict and political instability. The family pursued careers in hospitality and further education upon settling in North London, with Dua Lipa having previously spoken about observing her parents' dedication to work and education.
