Inspiration: Oasis Lovely Does It campaign

Womenswear chain Oasis has assembled a line-up of strong, inspirational women to front its new Lovely Does It campaign, which has been launched to support a refresh of the brand's identity.

The Oasis team, along with agency Red Bee Creative, identified inspirational "ambassadors of Lovely" who epitomise the new brand ethos which was to celebrate the its inherent femininity in a strong and positive way.

Three polymath women were identified “who don’t just look Lovely, but do Lovely”, to appear in the campaign which also marks a move away from a seasonal approach to a more brand-led approach to marketing.

Nadiya Hussain

Actress, marathon-runner and dyslexia champion Kara Tointon, baker, novelist, charity ambassador Nadiya Hussain, and TV presenter, fitness guru and campaigner Katie Piper will appear in the six-week in-store, digital and social campaign that celebrates their wide-ranging achievements.

“We talked a lot about the word ‘lovely’ and how the Oasis customer used that word to describe both the Oasis clothes and how they make her feel. We wanted Oasis to boldly own that idea and to make being ‘lovely’ aspirational to a new generation of stylish, high-achieving, and caring, women,” said Red Bee Creative Head of Planning Lisa Matchett.

Red Bee also refreshed the brand's identity retaining the existing logo form, which was introduced in 2011, and tightening its application to either black or white only moving away from the previous pink aesthetic. The brand palette includes cool greys and a new "hero" colour, dubbed Oasis Coral, which the agency described as "two notches off" the former pink colour.

Katie Piper

The refresh comes soon after the brand appointed a new managing director, Sarah Welsh who was promoted from her previous role of brand director in January.

"It felt like the right time for Oasis to revisit the overall look and feel of the brand, ensuring that it remains fresh, modern and relevant in today’s ever evolving market. We are passionate about delivering what is right for our customer at the right time and absolutely want to ensure that new and existing customers identify with the Oasis brand across all of our channels," Welsh said.