Oasis SS19 Campaign

Oasis is different from other too cool, urban fashion brands: its product, shops, service and customers are genuinely lovely.  Our task was to re-define what it means to be ‘lovely’ for a new generation. Lovely, with a capital ‘L’, is not twee, cute, or passive. Lovely is a powerful combination of style and substance. The women who wear Oasis don’t just look Lovely in the clothes, they do Lovely while wearing them.

Kara Tointon, Katie Piper and Nadiya Hussain launch the Oasis Spring/Summer campaign in March. Each ambassador was chosen for her supercharged loveliness and aspirational embodiment of a modern, polymath woman. Photographed in action, with supporting copy to celebrate their varied achievements and hint at their style.