We're always excited whenever a high-end designer creates a line for a more inexpensive brand, and newly-launched label Oli is no exception. 



With not one but four designers (and one celebrity model) having created collections especially, the new interactive website is tickling our fancy. Those involved include Maria Grachvogel, the uber-cool Swedish London-based Ann-Sofie Back, Lulu Guinness, upcoming design talent Thomas Vicary, and Jodie Kidd. Says Back of her casual Oli Fusion line, 'The collection is in part inspired by clich about femininity or what is considered sexy. 



For example, the belt detail that gives the impression of a wasp-waist.' In addition to the design talent on board, TV presenter Holly Willoughby has been appointed as ambassador. Chosen for her popularity with everyone from teenagers to the hot-blooded straight male contingent, Willoughby will give interviews and attend shoots on behalf of the brand. 



In a statement, she said that 'There isn't a girl I know who wouldn't jump at the chance to be involved in an exciting project like Oli...Fashion is an area I've always been interested in and I'll definitely need to treble my wardrobe space [as] the collections look great!' 




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