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Autumn 10

The look

Texture and luxurious fabrics are key to Oasis’s autumn 10 collection, mirroring the trend seen at the season’s international catwalks for all things leather, velvet and lace.

These fabrics transcend most trend stories at Oasis, from its pared-down collection of camel coats teamed with leather panel trousers and leather dresses and skirts, to classic little black dresses, which are served up in abundance.

Elsewhere, a strong Victoriana theme prevails, featuring dainty, high-collar blouses with ruffles and buttons down the back.

Oasis is clearly backing outerwear for next season with a strong coat collection, from Burberry-inspired shearling collars to simple, long-length woollen coats and tailored, military-style designs.

Key pieces

  • Long, checked woollen coat with large flapping lapels
  • One-shoulder velvet black dress
  • Camel coat teamed with leather trousers

Right for the market?

With its luxe fabrics and simple styling, autumn 10 is arguably Oasis’s most grown-up season yet and, as such, is in line with chief executive Mike Shearwood’s plans to give the retailer a more premium positioning. But prices will actually be cut for autumn 10. For example, a silk trim vest that retailed for £15 will now be £10.

While the collection is impressive, it’s a sharp move away from Oasis’s more girly, spring 10 story, so the retailer needs to stick to a signature so as not to confuse its customer.

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