Oli, an online clothing retailer and mail-order brand based here, launched this month with a roster of five celebrity and guest designers and aims to tap into the U.K.'s increasing appetite for fashion with stars' seals of approval.
LONDON — Oli, an online clothing retailer and mail-order brand based here, launched this month with a roster of five celebrity and guest designers and aims to tap into the U.K.'s increasing appetite for fashion with stars' seals of approval.
Alongside the company's own label collections, which it plans to update every week, its Web site, oli.co.uk, and catalogue carry ranges designed by models Jodie Kidd and Jasmine Guinness, and London designers Maria Grachvogel, Ann-Sofie Back and Central Saint Martins student Thomas Vicary. But Neil Sansom, brand director of Oli, which is owned and operated by the Otto group, a multichannel retailer based in Hamburg, Germany, said the company wasn't simply jumping on the high street's celebrity designer bandwagon.
"All [our designers] have strong fashion credentials. They are rooted in fashion and understand it," Sansom said. "We're being sensible about the trend. Consumers have always wanted inspiration [from celebrities], and our customer has belief in these ranges."
At the brand's launch Wednesday, Grachvogel, whose 11-piece collection includes ruffled chiffon dresses and tops and tweed dresses, which retail from about $80 for a pencil skirt to $240 for a wool coat, said she welcomed the exposure to a different demographic that her range for Oli would bring.
"I think it attracts a younger customer who will then aspire to the main-line collection," she said.
Kidd, whose 10-piece collection of sporty basics includes a leather biker jacket for $300 and trenchcoat for $180, said the quality of the materials she worked with for her collection were a welcome surprise.
"I chose mother-of-pearl buttons for the shirt and beautiful leather for the bag — it's great quality for the price."
Sansom said he expected customers to browse the guest designer lines, called Oli Fusion; the brand's own label collections, which start at $10 for a T-shirt, and other brands on the site such as Warehouse, Diesel and French Connection. "It's the idea of democratic fashion, that the customer can come to one place and put their outfit together," he said.
The company has designed the Web site with an editorial feel, with profiles of the designers, style guides and a look book where customers can try clothing items together by dragging images into a virtual changing room.Sansom said the busy schedules of the brand's 25- to 35-year-old target audience were driving them to online shopping."The high street has become more difficult, with parking and congestion charging. We can deliver direct to customers the next day."
The company estimates that Oli, which also carries men's and children's ranges, small electrical items and beauty products, will reach sales of 300 million pounds, or $603 million at current exchange, within the next five years. It has invested $50 million in the brand's launch, and advertisements are set to break on U.K. television, fashion Web sites and in magazines. All the designers will create collections for spring 2008, and Sansom said the company plans to introduce more guest designers.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)