Cancer Research UK and Asos.com have forged a unique partnership in order to improve awareness of the effects of sunburn.
The online marketing campaign has been established to educate young consumers about the dangers of being out in the sun this summer.
A survey from the cancer charity found that just four per cent of people believe sunburn is the biggest 'summer fashion faux pas', compared to 33 per cent claiming socks with sandals is a true fashion disaster.
Caroline Cerny, SunSmart campaign manager at Cancer Research UK, said: "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."
Terri Westlake, head of media at Asos.com, added that the online retailer is "delighted … 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".
Earlier this week, a report from eMarketer revealed that consumers are increasingly turning to the web for health information.
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