You may already know that Oasis is one of my most favourite high street stores – almost all of my dresses are from there. I love that Oasis manages to use classic shapes while incorporating trends through colour, print and embellishment. Every piece of Oasis is guaranteed to last beyond just one or two seasons because a) they are timeless despite being modern and b) the fabrics and cut are always exceptional for high street clothes, meaning that you get a great fit every time.
So, with this in mind, I am very excited to see the arrival of the London Love Letters collection on Monday. The limited edition collection will be available to buy at Oasis in selected flagship stores as well as online from 2nd July and in true British style, I am preparing to queue for my favourite pieces.
With 2012’s focus on London and all things British (the Jubilee, the Olympics…), the Oasis in-house design team has collaborated with illustrator, Lizzie Prestt to create a suitably British collection that screams I HEART LONDON without losing the signature prettiness that is Oasis. Even better, there isn’t a Union Jack in sight! The collection is made up of ten premium pieces and five accessories, each drawing on the brand’s British heritage while referencing famous London landmarks such as Tower Bridge, the Millennium Dome, the London Eye and Big Ben. The design team has made a real focus on cut and finish, using Prestt’s bespoke illustrations of London landmarks in a somewhat risky experiment with print – Oasis is known for their timeless clothes and the London Love Letters collection is really quite different to what is normally produced by the high street giant. However, the risk will undoubtedly pay off because, although the collection is contemporary and quite youthful, the Oasis that we know and love is still there in the beautiful finish of each piece. I admire Oasis for riding the economic storm by being brave with their designs and keeping in mind social trends without compromising on their well-established brand identity.
The Daydreamer’s favourite pieces are below: a beautiful flared shift dress in a flirty postcard print, in vintage-inspired colours, and this white circle skirt with city print. Although, if I’m honest, I want the entire collection!
London Love Letters limited edition collection is available from Monday 2nd July.