Magic Light Pictures partners with lifestyle brand Joules for exclusive The Gruffalo collection

Magic Light Pictures is partnering with the premium lifestyle brand, Joules, for the launch of an exclusive collection of Gruffalo clothing and accessories for babies and toddlers. The new collection will launch in Joules stores and online mid-September.

The range features colourful apparel and accessories for babies and children up to six years old. Part of the Better Cotton Initiative, Joules’ range uses organically grown cotton for its items, spanning jackets, boots, hats, gloves, and bags adorned with the Gruffalo’s terrible teeth, tusks, and purple prickles.

The collection will also feature t-shirts, tops, leggings, dresses and jackets featuring vibrant images of The Gruffalo, Mouse, Fox, Owl and Snake, and patterns inspired by the deep, dark wood.

Daryl Shute, brand director at Magic Light Pictures, said: “We are delighted to launch this new licensing collaboration with Joules. As a contemporary country loving brand who share our values they are the perfect partners to capture the spirit and charm of The Gruffalo and this really comes across in this wonderful collection.

The team’s unrivalled attention to detail in delivering fun and quality for families has created fabulously stylish and quirky lines that we are sure kids are going to love wearing. We hope that our partnership will continue for many more such covetable collections.”

Josie Will, licensing manager at Joules, said: “We are thrilled to partner with Magic Light Pictures to create this enchanting new Gruffalo-inspired range. He is such a treasured character for families all over the world and we love him too – the story really chimes with our own rural roots and the way we take inspiration from nature.”

The launch will be supported by Joules’ online market place ‘Friends of Joules’, where you can discover a carefully curated selection of additional Gruffalo merchandise from the brand’s partner sellers.

Created by Julia Donaldson and Axel Scheffler, The Gruffalo is a modern classic children’s story that has been published in 105 languages. Magic Light’s award-winning animation has been seen in more than 185 countries since its launch on BBC One on Christmas Day 2009, which attracted 10 million viewers.

WildBrain CPLG unveils new wave of global deals for Yale and Harvard Universities

WildBrain CPLG has signed a new wave of global deals for Yale and Harvard universities, expanding the brands across apparel, accessories, stationery, wall art and more as the agency continues to grow its lifestyle licensing remit.

WildBrain CPLG has signed a partnership with the Australian retailer Cotton On for a spring/summer 2021 range of adult and kids’ apparel, accessories, stationery, wall art, and homewares for the Yale University brand. The range is now available in 880 stores globally across Cotton On and Typo.

Additionally, new European partners include Stationery Team for stationery and bags for Benelux, Spain, Germany, Austria, Switzerland, France and Poland; Carbotex for home textiles for Europe (excl. UK, Ireland, Germany and Nordics) and apparel and accessories in Central & Eastern Europe (CEE); Sahinler for kids and adult apparel and accessories in France; MLP for kids and adult apparel and accessories for select territories within EMEA; and Creaciones Jugavi for toiletry bags in Spain and Portugal.

In North America, The Forecast Agency is launching a Yale University apparel range into specialty fashion stores this summer. Additionally, Sun CE is on board for Yale apparel, accessories and footwear in the Middle East, and WildBrain CPLG is continuing its existing deal with apparel licensee Park Agencies in the UK and Ireland and also with global fashion retailer H&M.

Meanwhile, for Harvard University new European licensees include Stone Kids and the high-end fashion brand Cyrillus for kids and women’s apparel and accessories, launching in France for Autumn/Winter 2021; Aytex for apparel and accessories launching into multiple European territories; Carbotex for apparel and accessories in CEE, plus homewares in CEE, France, Italy and Benelux; and SkyBrands for kids and adult apparel, accessories and home textiles for the Nordic market.

In the Middle East, WildBrain CPLG has signed Fan Mania for apparel, accessories, bags and footwear, alongside direct-to-retail deals with Max Fashion for apparel, accessories, bags, stationery and footwear to launch for back-to-school 2021, and also with fashion retailer RIVA for a collection targeted at women and girls for Autumn/Winter 2021.

For both Yale and Harvard universities, Contrast is launching apparel, accessories, home textiles and bags for the Nordics; Brand Design is signing up for apparel and accessories across Belgium, Netherlands, Poland and the Nordics; J. Brand International is on board for apparel and accessories for Italy, and Ulupinar Teksil is on board for adult apparel and accessories in Turkey and Cyprus with product available at Mavi, DeFacto and LC Waikiki.

For the UK and Ireland, Brand International Group is on board for kids and adults footwear and accessories, alongside Brand Alliance for apparel, loungewear, nightwear, swimwear and print-on-demand apparel and accessories. WildBrain CPLG has also signed deals for fashion retailers Pull & Bear, Zara, Lefties, Stradivarius and Mango.

Victoria Whellans, groups brands director, Lifestyle at WildBrain CPLG, said: “It’s a privilege to continue representing the iconic and prestigious Yale and Harvard university brands as part of our expanding Lifestyle portfolio. With the trend for products inspired by varsity and US institutions really proving its longevity, which we expect to continue well into 2022 and beyond, there’s significant demand for Yale and Harvard across the globe, as demonstrated by this extensive and distinctive line-up of new licensees and retailers.”

Yale is an historic institution and houses 14 residential colleges, each with its own shield, motto, cheer and mascot. The university is also famous for its athletic facilities, which includes the Yale Golf Course, built in 1926, the 61,000-seat Yale Bowl (American Football), as well as one of the largest gymnasiums in the world. It also houses the second largest university library in the world. Many notable alumni have graduated including five US presidents, 19 US Supreme court justices and 500 members of the US Congress.

Established in 1636, Harvard University is the oldest institution of higher education in the United States. Based in Cambridge and Boston, Massachusetts, Harvard has more than 360,000 alumni around the world and is devoted to excellence in teaching, learning and research and to developing global leaders in many disciplines.

The Style Sisters continue mission to organise the nation in Hunter Price International partnership

Hunter Price International has teamed up with Gemma Lilly and Charlotte Reddington, aka The Style Sisters, to develop and launch the pair’s debut collection of storage and organisation solutions. The deal has been marked as the latest step in the duo’s mission to help the nation ‘live an organised and stylish life.’

With a passion for fashion and interiors and over 15 years’ working in the industry, the Style Sisters have been revamping high profile celebrity homes for the past few years. While documenting their successful projects, Lilly and Reddington have garnered a growing fanbase of style hungry followers.

Hunter Price will be working closely with the Style Sisters to create a range of adaptable and affordable storage products which represents the pair’s signature style. The collection aims to help people create unique interiors catered to their needs, from wardrobe organisation to kitchen, bedroom and playroom solutions.

Jeremy Winburn, commercial director at Hunter Price, said: “Storage and organisation has been a hero category for Hunter Price for some time – we’re now taking this to the next level by partnering with a duo with real authority in this space.

“Gemma and Charlotte are the best in the business, so it’s a dream collaboration for us to work together and create an offering we can all be proud of.”

After signing with Hunter Price, Lilly said: “It was a natural step for us to develop our own unique collection of products which we feel can fill a gap in the market for functional, yet beautifully designed storage & organisation solutions.

“Working on so many amazing projects over the years, we have a really good understanding of how to maximise and manage spaces all around the home – but what’s sometimes been missing is that style element – so we’re looking forward to adding our own unique style on all of our products.

Reddington continued: “We’re really looking forward to collaborating with Hunter Price to bring our Style Sisters brand to market – it’s such an exciting time and we can’t wait to share more about this journey as the project progresses.”

Francesca Lisle, MD at Lisle Licensing, licensing representative for The Style Sisters, said: “We are delighted to be working with Hunter Price on this project. Organisation and storage will be the key foundation to the licensing programme for the Style Sisters and we are so excited to see this category come to life.

“The team at Hunter Price has been working hard to develop an innovative and unique range that will really cement the launch of this brand. Gemma & Charlotte are truly leading the way in home styling and this is a natural next step in their journey.”

The first Style Sisters storage and organisation collection will hit retailers for Spring/Summer 2022.

British artist Charlotte Posner to release summer collection with UK fashion brand Never Fully Dressed

The British contemporary artist, Charlotte Posner has landed a new partnership with the UK fashion brand, Never Fully Dressed to launch a summer collection featuring her own hand-drawn illustrations across a range of satin dresses, wrap tops, Jaspre skirts, and organic t-shirts.

The collection will be launched this month and available in stores and online at neverfullydressed.co.uk, the result of a partnership brokered by Charlotte Posner’s UK agency, WildBrain CPLG.

Jennifer Gould, brand and retail manager at WildBrain CPLG, said: “With their use of vibrant colours and versatile styles, Never Fully Dressed is the ideal partner to kick-off our design-led licensing programme for Charlotte Posner. The collection perfectly utilises Charlotte’s unique artwork and has resulted in a wonderful and timeless range.”

Lucy Aylen, founder of Never Fully Dressed, said: “The Never Fully Dressed x Charlotte Posner collaboration was born in 2020, a year where we were in some lights starved of creativity, fashion and fun. Charlotte’s fun prints offer escapism featuring extravagant, glamorous scenes showcased through her beautiful art. We hope our customers can live through the prints whilst feeling fabulous and fun when wearing.”

Posner’s style and popularity exploded onto the public scene in 2014 when she was featured as part of the Royal Academy Summer Exhibition and was profiled on the BBC’s The Culture Show. The artist has since collaborated with some of the world’s leading luxury brands and retailers, including Brown Thomas, Louis Vuitton, Nicholas Kirkwood, Crème de la Mer, London Fashion Week, and Japanese cosmetics brand Shiseido.

Meanwhile, Never Fully Dressed grew from a range of customised clothing the company’s founder, Lucy Aylen, sampled from her parents’ attic to sell at Portobello Road and Spitalfields markets, and soon developed into a successful online business with a permanent store in the brand’s native Essex.

The brand looks to promote positive dressing by showcasing multi-wears, styling tips and innovative fashion designs to its social community. Never Fully Dressed is also aiming to improve its sustainably journey starting with its pre-loved platform, as well as a Depop profile selling samples and recycled items to encourage a longer clothing lifecycle.

Dolly Parton releases her own fragrance, Dolly – Scent from Above in Scent Beauty partnership

The globally revered singer-songwriter, Dolly Parton has teamed up with Scent Beauty to launch her first signature fragrance, Dolly – Scent from Above.

Billed in an official press release as butterflies, hearts, and hope – though we sincerely hope not literally – the new fragrance aims to tap into the inspirational ‘rags to rhinestones’ life story of Parton herself as she continues her own mission to ‘spread love and hope around the world.’

Scent Beauty is the world’s first multi-brand e-commerce platform for bespoke fragrances, offering unique, culturally relevant fragrances to consumers worldwide.

“I call my Dolly perfume “Scent from Above” because it is excellently heavenly. I hope you feel as blessed and as pretty as I do when you wear it,” said Parton, who recently received two Emmy Awards for her Netflix Christmas movie, Dolly Parton’s Christmas on the Square.

Stephen Mormoris, CEO of Scent Beauty, added “Dolly Parton is a cultural icon that’s resonating with people all over the world. She is cross-generational. We’re honored that she chose to work with Scent Beauty for her first foray into the world of beauty and see this as the start of a long-term, successful partnership.”

In addition to retailing via Scent Beauty’s website, HSN will launch the fragrance exclusively on July 28th followed by additional mass market retailers.

“As an admired musical icon and adored philanthropist with her endless contributions spanning over several decades, we are excited to add Dolly’s fragrance to our portfolio and share her inspirational story with our customers,” said Bridget Love, GMM, VP Beauty Merchandising, QVC & HSN.

With over 60 years of music and dozens of awards garnering more than 100 million albums worldwide; Dolly Parton is known globally for her philanthropic endeavors, having given away over 157 million books to children around the world and counting.

The fragrance was developed through partnerships facilitated by Dolly’s licensing representative IMG.

Fashion statements | WildBrain CPLG explores how the post-pandemic world of licensed fashion has shifted gear

With the world beginning to reawaken and emerge from its pandemic slumber, so too is the world of fashion switching gear, slipping out of its comfy bagging clothing and back into a wardrobe designed for life outside, once again. However, notes Pau Pascual, VP Southern Europe and MD of Iberia and MENA, at WildBrain CPLG, the ever-moving fashion scene hasn’t emerged untouched by the shift in consumer sensibilities. Not by any stretch of the imagination.

Here, WildBrain CPLG’s Pascual talks us through the key trends to be hitting the post-pandemic licensed fashion space.

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Last year, as with many changes brought about by the pandemic, we saw significant shifts in the world of fashion, particularly in purchasing choices. With much of the world working from home, consumers were prioritising clothing that was comfortable because this became the new daily wardrobe for many, and so there was a swing from retailers to embrace this trend and offer more in the way of casual and sportswear.

However, now with the world starting to open up again, many consumers are looking to inject freshness into their wardrobes and retailers are looking to keep their offering engaging, relevant and fun. Below are five key trends that we’re seeing in the fashion space at WildBrain CPLG, exploring how these are being adopted by brand owners: 

Varsity Back in the Spotlight 

We’ve seen varsity and US college-inspired products, both in the mass market and high-end fashion space, for many years now, but in 2021, the presence of styles that take inspiration from iconic US institutions and their merchandise – such as the baseball ‘letterman’ jackets – has really accelerated. 

There was certainly a large halo effort from Hedi Slimane’s spring ‘21 menswear collection for Celine, which included varsity jackets, along with other varsity-inspired trends, from baseball caps and high-top sneakers to sweatsuits and track shorts, that we’ve seen trickle down to the high street. This trend has also been fuelled by TV shows, such as the Gossip Girl reboot and Riverdale, that have played a key part in bringing varsity style fashion back into focus. Also, the portrayal of Princess Diana in the latest season of The Crown has drawn renewed attention to her fashion looks, including her iconic Philadelphia Eagles varsity jacket. 

Many licensed properties are leaning into this trend and providing their own fresh takes, such as with the beloved Peanuts brand we represent and its many ranges with Inditex. We also represent several iconic institutions themselves, including Harvard and Yale universities, and are seeing great interest in these brands.

Retro Gaming 

Another fashion trend that has been around for a little while but is now stepping up a level, is the use of retro gaming brands, such as Nintendo, and our very own Tetris, Space Invaders and Sonic. As platforms have evolved over the years, these games have been played by multiple generations in many different ways – from the original arcade and console games, and now on tablets and mobile devices – and so they bring wide brand recognition across multiple demographics. 

These properties also offer a real sense of fun and playfulness, as well as tapping into the spirit of nostalgia and evoking the spirit of the ‘80s and ‘90s, which is proving to be really appealing to the millennial generation. More generally, the distinctive graphics are a hit with fans of strong visual styling. 

In particular, we’re seeing these brands enjoy great success with footwear collaborations, such as the deal we recently secured with premium Dutch footwear brand Floris Van Bommel for a Spring/Summer capsule collection inspired by Space Invaders. We often see a ‘30-year-cycle’ where kids who grew up with the IP are now in a position to buy something special that reminds them of their childhood and we see this as a real driver of the trend.

Vintage Brands Applied to Lifestyle 

Also in the vein of millennial and Gen Z nostalgia, we’re increasingly seeing the use of vintage brands applied to lifestyle products within fashion, for example, the new capsule collection inspired by the iconic Fruit of the Loom apparel brand that’s recently launched at Zara. There’s also a lot of interest in brands such as Technics and Kodak, as well as heritage sports brands like Prince and Kappa. 

The fashion industry often aims for the surprise factor by reviving brands that used to be the ‘coolest ones around’ and using them to create a flashback moment during which consumers are reminded of something they’d perhaps long forgotten. This type of licensed collaboration really gives consumers a chance to relive their memories of a certain brand and, although the product may now appear in a different form, it offers them a chance to once again buy something from a brand they loved when they were younger.

Care for the Planet, Ourselves and One Another 

Across all stages of fashion, there is an increased commitment to more environmentally friendly practices and choices – starting right with the manufacturing processes and the raw materials that are being used. The industry is striving to embrace the ‘circular’ economy with reusing and recycling being the top priorities, and this is already happening across many of the big fashion retailers. Many new fashion companies are also solely working with recycled materials and within this type of circular economy. 

Environmental sustainability is also being applied directly to the messaging of products, such as Ecolaf with its ‘There’s No Planet B’ campaign. We also recently worked on a fantastic collaboration for Peanuts Worldwide with the luxury eco-sustainable apparel brand, Vayyu. To mark Earth Day, Vayyu launched its first licensed collection, which featured Charles M. Schulz’s classic Peanuts characters and included garments designed by students from Nottingham Trent University. This was all part of Peanuts Worldwide’s “Take Care with Peanuts” initiative, a global multi-year enterprise encouraging everyone to take care of themselves, each other and the Earth.

As well as embracing the growing interest in caring for the planet, licensing trends are also capturing the zeitgeist within the fashion space for care and kindness – as we emerge from the pandemic with a renewed respect for one another and our world. This is coming across in apparel that brings in messages of acceptance and inclusivity, as well as encouraging individuals to express themselves freely. A great example of this is WildBrain’s recently launched Teletubbies adult fashion collection for 2021 Pride Month, which incorporates a theme of ‘Big Hugs, Big Love’ and celebrates the importance of self-expression in an uplifting way. The collection’s proceeds will also benefit GLAAD to support its culture-changing work to accelerate acceptance for the LGBTQ community. 

In a more visual sense, we’re seeing many floral and colourful patterns as consumers embrace fun, playful prints to counteract the difficult period we’ve been living in.

Art, Graphics and Museums 

Finally, there’s been a continuing trend for many years for fashion partnerships inspired by art brands, particularly when there’s an anniversary from artists and museums to be celebrated with supporting merchandise. 

This trend has ramped up recently, with many well-respected artists and museums being a key focus for licensed collaborations. Some recent examples include Zara launching a menswear collection inspired by the “El Prado” Museum in Spain as well as a range for the Sistine Chapel, and Pull & Bear collaborating with Tate Modern. Licensed collaborations offer consumers another – often more affordable – avenue to own a ‘piece of art’ from their favourite creators and build this into their daily lives. 

British fashion brand Gresham Blake launches limited edition TfL apparel collection

TSBA Group has signed the contemporary British fashion brand, Gresham Blake, to create a limited edition range of apparel using Transport for London’s moquette fabric. The new range will span tracksuits, shirts, and dresses with three designs inspired by the moquette fabrics used on seating on the London Underground.

Awareness around Gresham’s designs will be generated through the release of a high energy video and music track, We’re Going Out, that will showcase the products. It will highlight the inspiration behind the collection that has been drawn form assets taken from TfL’s more than 150 year history.

The moquettes, together with the iconic roundel and Tube map are recognisable the world over; TfL’s rich archive offers licensing partners inspiration to blend the brand’s heritage with current trends, using colours and themes to inspire new takes on classic iconography and designs.

Social media is already seeing the likes of Fatboy Slim and Rag’n’Bone Man wearing the tracksuits following the video and track’s release, under the “Shakeable Germ” label featuring Atlantalili, with several other high-profile stars such as Romesh Ranganathan, Iain Stirling and Steve Coogan to follow.

Gresham Blake said: “The London Underground has an unparalleled history; so much ground-breaking design in its past from tunnel construction to the famous logo and ingenious map. I looked at the fabric on the seats and thought it would be great to make a range of clothing including shirts and tracksuits.”

Jo Edwards, head of global licensing, TSBA Group said: “London is one of the fashion capitals of the world, and TfL is intrinsically London; the brand is perfect for apparel and accessories collaborations. Gresham Blake, who is so well known in the fashion world for his statement designs, has created a fantastic range of product that showcases the moquette, just one of the many assets available under the TfL brand.”

Julie Dixon, head of customer information, design and partnerships at Transport for London (TfL) added: “We’re delighted to be working with Gresham Blake on this innovative use of our moquette designs. It’s great to see how they have used our iconic branding to create a new look that’s already being embraced by their customers.

“This is another great example of how brands wanting to reach a diverse range of audiences can work with us to use our designs in fun and creative ways. Activities like this help generate additional revenue for us to invest in the transport network for the benefit of all of our customers.”

To find out more about the collaboration, or how you can partner with one of the world’s most recognizable brands, contact TSBA at enquiries@tsbagroup.com

Smiley secures multi-territory accessories deal with fashion specialist Concept One

A new raft of Smiley themed accessories will be heading to the UK next year, thanks to a recently signed partnership between the iconic lifestyle brand, Smiley and the children’s and adult fashion specialist, Concept One.

Arriving just ahead of Smiley’s 50th anniversary, the Concept One collection will span headwear, cold weather accessories, wallets, handbags, and more. The range will be made available across five territories, these being the US, Canada, Mexico, the UK, and Australia. The range is scheduled to launch from Spring 2022.

“This partnership is a great opportunity for us and we are very excited to start working with Concept One,” said Alex Ruiz, senior partnership manager USA at Smiley.

Founded in 1972 by Franklin Loufrani, Smiley is heading into its 50th anniversary celebration next year when it will mark five decades of recognition as a counter-culture icon. Over its half a century, Smiley has become a lifestyle brand synonymous with the pursuit of happiness, with a consumer products and licensing portfolio that spans textiles, puzzles, party goods, stationery, car accessories, and toys for licensed brand partners and retailers.

Concept One now joins a growing roster of licensing partners for the brand as it continues to spread its message on the global stage.

Indie Uncovered | UK artist Meg Hawkins strikes staycation success in SDL Imports gifting partnership

The UK artist and talent behind her self-titled design brand, Meg Hawkins has secured her latest licensing partnership in the gifts and lifestyle sector, teaming with SDL Imports to launch a selection of wooden homeware items.

The deal sees a collection of some of Hawkins’ most popular artworks feature across a portfolio of SDL wooden items, spanning coat hooks, boxes, and key boxes, joining a line up of already established footstools and further household and lifestyle items.

The SDL Imports Natural World by Meg Hawkins collection has been the focus of a long process of product development and a partnership that originally kicked off in January 2020, when the SDL Imports team first discovered Meg Hawkins’ art brand at Exeter’s Giving & Living Trade Show. 

While partnerships were quickly formed and contracts swiftly signed, the pandemic – and knock-on effects from the Suez Canal blockage and subsequent issues around shipping – hampered plans to launch product to consumers until only recently. However, the team have since been encouraged by a strong positive reception from customers and the public alike, with repeat orders across the range already being placed.

“We are absolutely delighted with our new Natural World by Meg Hawkins range. Meg’s designs look wonderful on our products,” said Diana Leadbetter of SDL Imports. 

“We have had a very positive response to this new range. We only received the stock three weeks ago and one line is already 50 per cent sold and many others over 25 per cent sold. Given that our customers have largely been unable to see and touch the products before buying them, that is very encouraging.”

SDL Importants has been supplying the tourist industry with giftware since the 1950s. Its partnership with Meg Hawkins focuses on the artist’s UK wildlife and animals collection, tapping into UK tourist attractions with a range that has proved particularly popular with buyers and retailers based in seaside towns and UK coastal holiday destinations.

The SDL Imports team has found that, while the pandemic hampered plans for the range initially, the resultant influx of holiday makers staying within the UK this year, and heading to coastal holiday hotspots, has helped boost sales.

“The increase in staycations has resulted in an extension to the normal UK coastal holidays into late autumn,” continued Leadbetter. “Last year, it was all going well until the November lockdown was announced. This year, as soon as holiday accommodation and restaurants were able to open, everywhere became busy quickly.

“The resultant influx into the traditional tourist towns of people tired of months of lockdown and not being able to visit shops has resulted in increased sales, with some of our customers advising having experienced their best weeks trading ever over the May half term.”

A brand centered around watercolour artwork and photography, the Meg Hawkins brand has been featured on a vast portfolio of products, from greetings cards to footstools, and within five years the brand has advanced form the kitchen table to being sold worldwide.

Hawkins has previously secured licensing agreements with the likes of Widdop and Bingham, Card.com, a fudge range from Gardeniers of Scotland, and 2022 notes cards with the RNLI.

“From the minute I met Diana and Mike Leadbetter at SDL Imports, we hit it off straight away,” said Hawkins. “Communication is key and we seem to be able to go with the flow. I am really pleased the collection has been selling well for them.

“We are a young company and extending our ranges through licensing enables us to gather a larger product range and most importantly, brand awareness. Our goal to be a recognised household brand is showing a glimmer of light, and hopefully all the hard work will pay off.”

Hawkins now plans to see the brand extend across other categories including stationery, as well as further homeware offerings such as bedding and soft furnishings.

“We have just launched a children’s range under Little Joe & Co which has proven really popular. We’re looking for someone to license the images for toys and baby clothes and other children’s products.”

British fashion brand Oasis celebrates nature with limited edition RHS summer collection

The Royal Horticultural Society has teamed up with the British fashion brand, Oasis to launch an exclusive, limited-edition 27-piece collection of women’s apparel, designed to celebrate nature and horticulture.

The Oasis design team has worked closely with the RHS and its RHS Lindley Collection to select and adapt a portfolio of striking drawings. The fashion team then re-sketched the chosen images by hand to incorporate the prints into a new collection. The 27-piece collection features 11 prints in total.

Styles in the collection include maxi dresses featuring classic magnolias or bold multi-coloured blooms finished with embroidered trims and ruffle details. Meanwhile, unique bird prints feature on tailored separates and corseted midi dresses, listed as ‘perfect for special occasions.’

Then, what Oasis calls ‘floaty, boho-inspired pieces’ make up the chic summer dressing collection in both mini and maxi lengths, “exuding luxury with crinkle georgette fabrics, lace yoke inserts and dramatic, tie-up sleeves.”

The core target market for Oasis is women in their early-mid 30s who seek quality, intricate details and print designs with a story. However, the secondary market for Oasis apparel is a significant one, and the association with the UK’s best-loved gardening charity is expected to further enhance the appeal of this new range to a wide age group.

The collection is available online at Oasis-stores.com from the 14th of July.

Michelle Evatt, head Of design at Oasis, said: “We are extremely pleased to launch our first limited-edition collaboration with the RHS. As a brand that celebrates nature and weaves storytelling into print design, the opportunity to explore the RHS botanical print archives was priceless.

“Our design team carefully selected a handful of striking designs and re-sketched by hand, to incorporate these breathtaking prints into a collection that’s contemporary yet full of romance and timeless appeal, while capturing the essence of the RHS.”

Cathy Snow, licensing manager, RHS, added: “From sketch to store, Oasis worked closely with the RHS to capture the essence of the work in our vast library. The results are some truly enchanting prints and captivating styles that together form a beautiful collection that celebrates the joys of nature in a delightful and original way.”