By  on July 20, 2007

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,, 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.

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