Oilily SS16 Little Girls Grow Up Collection

For Oilily’s spring/summer 2016 campaign called Little girls grow up, Oilily went in search of women who grew up with the lifestyle brand as girls in the eighties and nineties. Oilily received more than a thousand wonderful responses, from which Oilily chose a number of women and dubbed them Friends of the brand.

The Friends of the Brand selected by Oilily can be seen in Oilily’s newest campaign: Little girls grow up, starring Dutch actress and writer Halina Reijn. This campaign film was also the opening of Oilily’s spring/summer 2016 show during Amsterdam Fashion Week.

In the film the Friends of the brand evoked special memories about Oilily from the ’80s and ’90s. Friend of the brand Eline Deen, for example, talked about how her father always brought her along to shop and was then as proud as a peacock when his daughter emerged from the fitting room wearing an Oilily dress. And Dido Anna Reijntjes thought back to her first Communion, where she wore a pink Oilily dress. As she walked down the aisle of the church to the altar, her dress suddenly whirled up. It turned out that there was a large ventilation grill in the floor and that had caused a Marilyn Monroe moment.

The memories that are evoked in the film are interspersed with impressions and statements about Oilily’s spring/summer 2016 collection. According to Oilily’s Friend of the brand Halina Reijn (actress, writer) it is a collection that can best be described as inspiring, feminine and a feast for the eye. Friend of the brand Fabienne de Moulin agrees. She believes that Oilily uses lovely fabrics, colours and prints.

Evie Switzer

To add even more oomph to the spring/summer 2016 campaign, Oilily conducted extensive interviews with all of the Friends of the brand. These interviews will soon be posted on Oilily’s blog.