High Street Heroes: Oasis

Hovering around the top end of the high street, Oasis has been providing trend-led clothing for fashion conscious women since 1991. The brand’s understanding of their target market has seen them grow into a global brand and earned them a place as one of our high street heroes.

Despite their relatively short history, Oasis has grown into an internationally recognised brand which now has 300 stores throughout the UK and Ireland and a further 79 stores internationally. Targeting their collections at women aged 18-35, the people behind the brand have always risen above the trend for fast fashion and instead focussed on provided capsule collections of high quality clothes. This focus on quality and the slightly higher price tag elevates the brand and allows them to carefully straddle the gap between fast fashion and high end high street.

You may not be able to get as much for your money in terms of quantity at your local Oasis store when compared to your H&Ms or Primark but the “cost per wear” of your purchases will make them more worthwhile. The brand takes inspiration direct from the catwalks but translates them in to uniquely wearable items that will stand the test of time.

Whilst the overall ‘Oasis’ style may differ depending on the seasons the brand has become known for both their feminine dresses and their no-nonsense workwear. They are the first port of call for working women wanting to boost their business wardrobe with a fashion edge without having to break the bank. From girlie tea dresses in pretty prints to sharp tailored dresses which will take you from office to bar, Oasis takes fashion seriously so you don’t have too. Alongside their sister store, Coast, they have cornered the market in wedding guest dressing each spring.

Alongside the clothing range and the lustworthy bags and shoes, Oasis also has an extensive jewellery range. The last decade has seen the store expand further with a lingerie range, selected nightwear and cute and girlie gifts.

They may not have the draw of Topshop or the cut-throat prices of H&M but Oasis has quietly established itself as the quieter but determined head girl of the high street. With the boutique style stores and their smart collaborations (choosing designers which suit their ethos rather than going for big names) Oasis have made themselves stand out from their contemporaries and carve out their own unique space on the high street.

By Samantha Vandersteen