Burberry, Adidas and Levi's bet big on Oasis reunion tour
Despite the famously rocky relationship between Liam and Noel Gallagher, the tour promises a cultural moment too big for the fashion industry to ignore. From North America to Asia, retailers are tapping into the emotional pull of the past, hoping to turn a musical comeback into a sales boom.
Recent music events—most notably Beyoncé's Cowboy Carter and Charli XCX's Brat—have proven how album launches and tours can drive fashion trends. Levi Strauss & Co. famously joined forces with Beyoncé after her 'Levii's Jeans' lyric, temporarily renaming its Instagram account and launching a campaign with the singer. Coach 's Kate Spade line embraced Brat, while stars like Taylor Swift were dressed by brands including Versace, Cavalli, and Tiffany & Co.
Now, brands are calling this moment the 'Wonderwall Summer.'
Leading the charge is Burberry Group Plc. Though not officially tied to the tour, Burberry's latest campaign celebrates the Gallagher legacy. It stars Liam Gallagher along with his sons Lennon and Gene, and daughter Molly Moorish-Gallagher. The visuals—featuring music icons like Goldie, and models Cara Delevingne and Alexa Chung—recall Burberry's golden era in the '90s. Liam is seen wearing the parka he first debuted in 2018, which is now being reissued in limited quantities.
Meanwhile, Adidas AG is taking a more direct approach, launching a co-branded Oasis collection available online, in-store, on Oasisinet.com, and at concert venues throughout the tour. Levi's created a limited series of graphic T-shirts, while Moncler 's Stone Island featured Liam Gallagher in its autumn campaign.
Unlike recent music-tour collaborations driven by female artists, Oasis draws a mixed-gender fan base, offering opportunities for both menswear and womenswear. With the men's clothing and footwear market valued at roughly two-thirds of womenswear, brands see untapped potential.
While the Oasis revival has attracted a younger crowd through ongoing '90s nostalgia, nearly half of the ticket holders have seen the band live before, according to Barclays Plc's Consumer Spend report. The group hasn't performed together since 2009, meaning the audience skews older—and often more affluent.
Many of Oasis' signature styles—baggy jeans, football jerseys, and low-rise sneakers—have returned through the 'Blokecore' trend. Fashion choices among fans reflect the times: Swifties wore sequins, the Beyhive chose cowboy hats, and Oasis fans are opting for parkas and bucket hats.
Even in summer heat, demand for parkas is rising. TikTok posts referencing parkas jumped 188% between June 1 and July 1, with video views up 121%, according to Trendalytics. Searches for parkas on resale platform Depop surged by 1,850% year over year in June. Bucket hats are also seeing renewed interest.
About one-third of British fans plan to dress in '90s styles at the concerts, and more than 20% expect to wear co-branded items, according to Barclays.
Barclays estimates that Oasis fans in the UK alone will spend £1.06 billion ($1.4 billion) on the tour—including tickets, travel, and merchandise. That total edges out the £997 million spent by Taylor Swift fans during the Eras Tour, partly due to Oasis scheduling 17 shows compared to Swift's 15.
After completing the UK leg, Oasis will head to North America in August and September, before performing in Asia and South America. For both the band and its partner brands, cracking the US market remains a major goal.
Burberry may stand to gain the most. With uncertainty in the Chinese luxury sector, a recovering US market—buoyed by easing tariffs—is looking more attractive. Adidas, still trailing behind Nike in US market share, also hopes to boost visibility stateside.
Oasis' relationship with fashion has had its ups and downs. Liam Gallagher founded his label Pretty Green in 2009, but it went into administration and was acquired by JD Sports in 2019. The brand was later sold to Frasers Group, which no longer owns it.
The biggest risk? A band breakup mid-tour. Oasis famously split before a Paris show in 2009. Still, the current media frenzy and brand engagement have already paid off. Even if the tour falters, tension between the brothers is likely to generate more attention than silence.
Whether or not this becomes a true 'Wonderwall Summer,' fashion brands betting on Oasis aren't likely to look back in anger.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
LeMonde
9 hours ago
- LeMonde
Ozzy Osbourne set for swansong at Black Sabbath hometown gig
Birmingham braced on Saturday, July 5, for wildman rocker Ozzy Osbourne's final ever gig as Black Sabbath's frontman, with thousands flocking to his UK hometown for a celebration of the heavy metal genre he helped to create. Millions are also expected to follow online after fans snapped up tickets for the show, starring the original line-up, in just 16 minutes. Osbourne, 76, who revealed in 2020 that he has Parkinson's disease, will join Tony Iommi, Geezer Butler and Bill Ward for the all-day "Back To The Beginning" show in Birmingham, central England, where the heavy metal giants formed in 1968. The gig at Aston Villa Football Club's Villa Park stadium will also feature sets by US rockers Metallica, Guns N'Roses, Tool and Slayer among others, as well as a short solo set by Osbourne. Around 40,000 fans are expected to watch the original line-up's first show together in 20 years and Osbourne's swansong. The show comes as 1990s Britpop band Oasis play in Cardiff in the second of two concerts as part of another highly anticipated reunion. "Birmingham is a city which means so much to Ozzy. When it comes to heavy metal music, Black Sabbath forming and his love of Aston Villa − it all started here," his wife Sharon said in comments released by West Midlands Growth Company (WMGC), the region's investment and promotion body. Black Sabbath have sold over 75 million albums worldwide and are widely recognized as one of the pioneers of heavy metal. All profits from the show will go to charities including Cure Parkinson's and Birmingham Children's Hospital. Osbourne's diagnosis led to him pausing touring. But Sharon told the BBC the Villa Park gig would be his last. "This is his full stop," she was quoted as saying. 'Greatest day' Rage Against the Machine guitarist Tom Morello, the musical director for the concert, said he plans "to make it the greatest day, the most important day in the history of heavy metal music." The Smashing Pumpkins frontman Billy Corgan, who will also perform, added that "this might be the greatest one-day lineup in the history of rock 'n' roll." The show is expected to deliver the area a multi-million pound boost, with hotel occupancy in Birmingham city center expected to surge close to 90%, according to WMGC. "The eyes of the world will be on Birmingham," said John Cotton, leader of the city council. "There is always such a special atmosphere in the city on major event days." Osbourne's live performances at the height of his hedonism have gone down in rock folklore, particularly a 1982 gig in Des Moines, Iowa, when he bit the head of a bat on stage. Osbourne says he thought a fan had thrown a fake rubber bat onstage, and it wasn't until he took a bite that he realized it was real. "I can assure you the rabies shots I went through afterwards aren't fun," he told US TV host David Letterman in 1982. But there are unlikely to be any repeat performances on Saturday, with the rocker mellowing in his old age. To coincide with the concert, Birmingham Museum and Art Gallery is hosting an exhibition in honor of the city's famous son, displaying his awards, memorabilia and photographs. The local police force also got in the mood, naming a litter of new puppies Ozzy, Toni, Geezer and Billie.
Fashion Network
13 hours ago
- Fashion Network
Burberry, Adidas and Levi's bet big on Oasis reunion tour
The iconic British band Oasis kicks off its long-anticipated reunion tour on Friday with a show in Cardiff, reigniting a wave of '90s Britpop nostalgia—and fashion brands are ready to roll with it. Despite the famously rocky relationship between Liam and Noel Gallagher, the tour promises a cultural moment too big for the fashion industry to ignore. From North America to Asia, retailers are tapping into the emotional pull of the past, hoping to turn a musical comeback into a sales boom. Recent music events—most notably Beyoncé's Cowboy Carter and Charli XCX's Brat—have proven how album launches and tours can drive fashion trends. Levi Strauss & Co. famously joined forces with Beyoncé after her 'Levii's Jeans' lyric, temporarily renaming its Instagram account and launching a campaign with the singer. Coach 's Kate Spade line embraced Brat, while stars like Taylor Swift were dressed by brands including Versace, Cavalli, and Tiffany & Co. Now, brands are calling this moment the 'Wonderwall Summer.' Leading the charge is Burberry Group Plc. Though not officially tied to the tour, Burberry's latest campaign celebrates the Gallagher legacy. It stars Liam Gallagher along with his sons Lennon and Gene, and daughter Molly Moorish-Gallagher. The visuals—featuring music icons like Goldie, and models Cara Delevingne and Alexa Chung—recall Burberry's golden era in the '90s. Liam is seen wearing the parka he first debuted in 2018, which is now being reissued in limited quantities. Meanwhile, Adidas AG is taking a more direct approach, launching a co-branded Oasis collection available online, in-store, on and at concert venues throughout the tour. Levi's created a limited series of graphic T-shirts, while Moncler 's Stone Island featured Liam Gallagher in its autumn campaign. Unlike recent music-tour collaborations driven by female artists, Oasis draws a mixed-gender fan base, offering opportunities for both menswear and womenswear. With the men's clothing and footwear market valued at roughly two-thirds of womenswear, brands see untapped potential. While the Oasis revival has attracted a younger crowd through ongoing '90s nostalgia, nearly half of the ticket holders have seen the band live before, according to Barclays Plc's Consumer Spend report. The group hasn't performed together since 2009, meaning the audience skews older—and often more affluent. Many of Oasis' signature styles—baggy jeans, football jerseys, and low-rise sneakers—have returned through the 'Blokecore' trend. Fashion choices among fans reflect the times: Swifties wore sequins, the Beyhive chose cowboy hats, and Oasis fans are opting for parkas and bucket hats. Even in summer heat, demand for parkas is rising. TikTok posts referencing parkas jumped 188% between June 1 and July 1, with video views up 121%, according to Trendalytics. Searches for parkas on resale platform Depop surged by 1,850% year over year in June. Bucket hats are also seeing renewed interest. About one-third of British fans plan to dress in '90s styles at the concerts, and more than 20% expect to wear co-branded items, according to Barclays. Barclays estimates that Oasis fans in the UK alone will spend £1.06 billion ($1.4 billion) on the tour—including tickets, travel, and merchandise. That total edges out the £997 million spent by Taylor Swift fans during the Eras Tour, partly due to Oasis scheduling 17 shows compared to Swift's 15. After completing the UK leg, Oasis will head to North America in August and September, before performing in Asia and South America. For both the band and its partner brands, cracking the US market remains a major goal. Burberry may stand to gain the most. With uncertainty in the Chinese luxury sector, a recovering US market—buoyed by easing tariffs—is looking more attractive. Adidas, still trailing behind Nike in US market share, also hopes to boost visibility stateside. Oasis' relationship with fashion has had its ups and downs. Liam Gallagher founded his label Pretty Green in 2009, but it went into administration and was acquired by JD Sports in 2019. The brand was later sold to Frasers Group, which no longer owns it. The biggest risk? A band breakup mid-tour. Oasis famously split before a Paris show in 2009. Still, the current media frenzy and brand engagement have already paid off. Even if the tour falters, tension between the brothers is likely to generate more attention than silence. Whether or not this becomes a true 'Wonderwall Summer,' fashion brands betting on Oasis aren't likely to look back in anger.
France 24
a day ago
- France 24
Tributes pour in for Hollywood actor Michael Madsen
Culture Editor Eve Jackson looks back on the career of the prolific star Michael Madsen, best known for his roles in Quentin Tarantino's "Reservoir Dogs", "Kill Bill: Vol. 2", "The Hateful Eight" and "Once Upon a Time in Hollywood". The American actor died suddenly on Thursday at the age of 67. Eve also covers the long-awaited Oasis reunion tour kicking off this Friday and celebrates musical icon Angélique Kidjo, who has become the first Black African singer to receive a star on the Hollywood Walk of Fame.
