Floral Frocks in bloom at Oasis

Published May 15th, 2008 - 12:57 GMT

This summer Oasis has introduced a beautiful collection of Floral Frocks, four exclusive dresses based on original vintage prints from the mid 20th century and designed with a modern contemporary feel. The new collection is inspired by the Floral Frocks exhibition at UK’s Bath Fashion Museum that hosts a world-class collection of contemporary and historical dresses, and a book of the same name by Rosemary Harden and Jo Turney of Bath Spa University.

Oasis Floral Frocks references the history of print in fashion and epitomises this season’s trend for all things floral.

“Summer 2008 looks are set to be a flowery affair and our Floral Frocks range bursts with stunning colours creating enduring summer styles. Each of the floral collection has a name- Lily Lane, Poppy Parker Jones, Rose Riley, Violet Valentine- and  a personality that conveys bold feelings, charm, sophitication and optimism, “ said Leslie Reynolds, Head of Buying, Oasis.

A strapless summer frock with a sweetheart neckline in crisp cotton, Lily Lane flaunts a bold yellow and green lily print. Layers of tulle create a full underskirt and the bodice top is gathered around the waist showing off a simple ruche detail.

Poppy Parker Jones is a charming day dress that embraces volume and shape and is belted at the waist and printed with bold cardinal red poppies scattered across a background of pure white cotton.Fun and enticing with a net underskirt this dress dips low on the back, it embodies the spirit of the 1960s and is a stylish modern interpretation.

A striking tulip dress, Rose Riley  takes its inspiration from a vintage ‘gown of distinction’. A lush print in rich cerise pink blossoms all over the crisp cotton fabric and a pretty oversized bow sits on a nipped in waist. This is a chic and sophisticated dress simply perfect for heady summer evenings.

Violet Valentine captures the feel of 1950s daywear in all its glory. It reminds of a time when rationing had come to an end in the UK and there was a renewed optimism among the stylish set. A delightful strappy sundress, its adorned with sweet violets in all their sugared shades alongside a waterfall border of soft floral prints. Gathered at the waist with  amatching tie belt the full pleated skirt falls just below the knee and worn with layers of petticoats it creates an exagerated hourglass figure.

The Floral Frocks collection also includes a cute 50’s style cotton knit cropped puff sleeve cardigan in matching green and red to complete the total look. The sweetest shape skirt, full and gathered onto the waist comes in the Poppy Parker Jones and Lily lane print and are teamed with  a simple knitted shell top.

The new range is available in select Oasis stores and Debenhams from May 25, 2008.

For further information, please contact: Lisa George, ASDAA Public Relations. Tel: 04 3355969. E-mail: l.george@asdaa.com.


About Oasis

Oasis was founded in 1991 and is a well established UK high street aspirational fashion brand. Targeted at the fashion aware, 18-30 year old independent woman, Oasis offers a broad spectrum of products comprising clothing and accessories, including footwear, jewellery, bags and belts. Oasis is known and loved throughout the UK and internationally for its smart suiting, clothes for going out to a strong range of denim for every day. The collections are fashionable, wearable and colourful. Innovation, quality and differentiation are the key success factors for the Oasis brand. This differentiation is achieved by an in-house design team creating clothing that is unique to Oasis whilst offering an interpretation of the latest fashion.

About M.H. Alshaya Co.

M.H. Alshaya Co. is a leading international franchise operator for over 40 of the world’s most recognized retail brands, including Starbucks, H&M, The Body Shop, Foot Locker, Mothercare, Debenhams, River Island and Boots. The company operates over 1,400 stores across six divisions: Fashion & Footwear, Health & Beauty, Food, Casual Dining, Optics and Pharmaceuticals. 

M.H. Alshaya Co. stores can currently be found in 16 markets across the Middle East, North Africa, Turkey, Cyprus, Russia, Poland and Egypt. More recently, the company launched operations in Slovakia, Czech Republic and Hungary. It employs more than 14,000 people from over 35 nationalities.

The company has established itself as the industry leader across these territories through a combination of local market understanding and a comprehensive commitment to customer service. Growth in each of its operating divisions and brands is supported by continuous investment in talent and infrastructure. It applies best practices in retail operations, merchandising, marketing, information technology, logistics, real estate, human resources and financial controls. 

M.H. Alshaya Co. is the retail business of the Alshaya Group, which was founded in Kuwait in 1890 and today represents one of the most dynamic companies in the Middle East.  In addition to its retail operations, the Alshaya Group is active in a number of other sectors including real estate, automotive, hotels, trading and investments.


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