Oilily

BRAND PROFILE

Dutch fashion house Oilily has been a hallmark of creativity in the cupboard of children and women since 1963. Virtuoso combinations of color, mixes of cultural influences, humoristic details, unexpected combinations of materials and a certified high quality has brought Oilily a large number of fans and faithful customers.

In 2013, Oilily celebrated its 50th anniversary. A significant milestone for the Dutch fashion house, which spent a long time fighting the establishment when it was first set up in 1963. At that time, Oilily’s collections were simply too colourful and imaginative for the general public. Yet, despite the initial hesitancy, over the last 50 years Oilily has grown into a distinctive lifestyle brand that is renowned for its Children’s Wear and Women’s Wear. But the brand is more than high-end fashion alone. Bags, shawls, stationery, porcelain, cosmetics, bikes and soon even a full color combi-buggy: Oilily’s creativity is translated into surprising products.

Dutch depth
The Netherlands is a small country where a lot happens. So we have to find clever ways to use space. Oilily’s traditional Dutch designs have been doing this for fifty years. The new Oilily summer collection for children is both instantly and unmistakably recognisable and also exceptionally modern. All designs are still the product of fine craftsmanship. And Oilily has also combined new techniques to give every piece of clothing extra depth - from wild tulips and urban facades in Delft Blue, to an all-over polder landscape print. Typical Dutch colours, prints and designs - but with a twist. The longer you gaze at them the more you see.


Couture for kids
At Oilily little girls are at their most gorgeous this summer. There is a dazzling little organza party dress with a traditional tulip design, a playful T-shirt with a clog speedboat and a lovely little white skirt with a cityscape in Delft Blue and a red white and blue waistband. Little boys can live life to the full in humorous and attitudinal T-shirts, polo shirts, (short) trousers and sweaters. Brightly coloured chinos can be effortlessly combined with a cool striped shirt and a seaworthy hoodie with a hand-sketched skipper print.

Oilily adds colour to your day
In the new summer collection you will find lots of clothes specially designed for special occasions. And if you want to run, jump, fly, dive, fall, pick yourself up and carry on, Oilily has plenty of resilient clothes that will move with your body and withstand a knock or two. Crown yourself king (or queen) of the playground, or grab the helm set off across the schoolyard on a voyage of discovery. Whatever you do, make sure you never grow up!

Spring and summer collections
The spring summer 2014 collection consists of two parts. The spring collection is primarily based on the colours of the Dutch national flag: red, white and blue. In the summer collection the palette has been expanded with the addition of exuberant colours, such as bright pink, yellow and green, which means you can keep combining to your heart’s content all summer long.

WOMEN’S WEAR - SPRING/SUMMER 2014: THE OILILY DUTCH ORIENT COLLECTION

Oilily’s latest women’s collection is inspired by the rich history of the Netherlands. Yet just how Dutch is our history? Tulips originally came from Turkey, the bicycle was invented by an Englishman, and the traditional garments worn in the villages around the Zuiderzee – now the IJsselmeer – carry echoes of the Orient. This rich history is brought to life in a spring summer collection rich in small still lifes, with hand-made details, three-dimensional designs and a dynamic colour palette. This Dutch-inspired collection creates a world of its own.

Uniquely Dutch
Oilily has developed a unique Dutch signature enriched with influences from different cultures. In the spring summer 2014 collection Oilily returns to its roots while simultaneously embracing the aesthetic of modern and wearable fashion. A patchwork dress that combines floral and dotted patterns and a patchwork jacquard cardigan with two-coloured knitted patterns that create a folklore effect, are both good examples.

Futuristic folklore
The traditional costumes worn in the area around the Dutch Zuiderzee were always very layered. Each village had its own stripes, checks and patterns that resulted in a unique look. This layering features in many items in the spring summer 2014 collection. Sometimes there is literal layering, with different styles in a woven striped pattern being enriched with a tulip print and colourful embroidery. Sometimes the layering is simply suggested – by different patchwork patterns in an all-over print for example. You could call it futuristic folklore.