Oasis launches first ever celebrity partnership

Fashion chain Oasis is following in the footsteps of other highstreet names including River Island, Topshop and H&M to introduce its first ever celebrity-endorsed collection with pop star Mollie King from The Saturdays. The 45 piece ‘Loved by Mollie’

collection, which has been designed by the Oasis in-house team, has been curated by the singer and features her key pieces for the season, including floral co-ordinates and separates.

Commenting on the collaboration Oasis’ chief operating officer Hash Ladha said: “Mollie has always loved and worn our collection so we definitely feel she is the perfect, natural brand fit. She embodies the spirit of the Oasis customer and has an effortless sense of style. Her ‘Loved By Mollie’ edit is perfectly curated and we are excited to be working with her!”

Oasis collaborates with Mollie King

As well as curating the collection, King will act as a ‘style ambassador’ for the retailer and will feature in a campaign spanning all physical and digital channels including in a series of short films for the retailer’s website, which has been designed to showcase the “fresh and innovative direction” of the brand.

King added: “I’ve always been an Oasis girl, it’s a great brand that really suits my personal style and I’m a regular shopper. For my first edit, I wanted to select key trend pieces for the season that I truly love.

“I think I’ve chosen a perfect day-to-night selection and have had so much fun along the way! Fashion is about how you wear things, how you put them together and of course how much fun you have doing it. I just can’t wait to see it in the shops and for all my friends to start buying it!”

The collection ranges from 28 to 350 pounds and will be available at Oasis’ 17 flagship stores including London’s Argyll Street, Westfield City, Bluewater, Glasgow’s Buchanan Galleries, Leeds Trinity, Liverpool One, and Manchester Arndale.

Oasis has 300 stores throughout the UK and Republic of Ireland and 79 stores internationally across 19 countries, including Asia, the Middle East and Russia.