Oilily feels right at home in the melting pot of ethnic diversity.

Fashion brand Oilily has always been about color. In a literal sense, by fusing together contrasting colors and eye-catching patterns into a unique lifestyle, as well as figuratively, by taking inspiration from arts and cultures around the world. The sudden and massive increase in refugees from Syria, Iraq and Afghanistan arriving in the European Union in 2015, sparked the idea to celebrate ethnic diversity with a multi-cultural 2016 winter collection. It was a counter-reaction to the widespread skepticism against the reception of refugees in European countries. The design theme we developed stood up for our cultural differences and expressed the brand's appreciation of people of different origins. The visual world we created - encompassing print, video, photography, pos materials and a catwalk-show at the Amsterdam Fashion Week, seamlessly merged all the different design influences and all the models with different backgrounds into one powerful statement: Different is beautiful.

The design purpose