New Frankie Bridge window schemes for Oasis

UK Fashion retailer Oasis has installed its latest visual merchandising window campaign, to showcase its spring/summer collections.

The windows highlight the retailer's collaboration with celebrity Frankie Bridge. The singer – a former member of bands S Club 8 and The Saturdays – is also a model, television presenter, and mental health ambassador. She has been applauded for speaking publicly about her struggles with depression.

The Oasis X Frankie windows have been designed by VM specialist Lucky Fox. Fixtures echo the panelled windows and elegant, semi-transparent voile curtains which feature heavily in the campaign imagery used online and in advertising.

The displays are centred around an installation of tiered sheer curtains, which frame mannequin displays, both in the windows and in-store, which are wearing the latest outfits.

A series of cleverly positioned fret-cut graphics create an illusion of windows and reflections at the storefront, to grab the attention of passers-by. In-store, sunlight appears to flood the parquet-style graphic flooring. However, the effect is in fact an image created by the simple but effective use of vinyl placement.

Bridge has worked with the fashion retailer before. She presented a successful edit for the brand in 2019, and has returned for this spring/summer 2020 edit.

Oasis opened its first store in 1991, in the UK, and has been through several changes in ownership since. It now has 80 stores in the UK and Ireland, along with smaller Little House of Oasis boutique stores and around 200 concessions in department stores. It trades in 27 countries.

What’s Hot on Essential Retail?