The Oasis-effect is spurring a stadium-sized creative wave

The Oasis-effect is spurring a stadium-sized creative wave

The unlikely return of Britpop front-runners Oasis has carved a creative hole for brands to fill. But which Gallagher-fuelled campaigns are hitting the right note?

With Gareth Southgate’s noble-but-anti climactic efforts deflating the national mood, teenagers flexing Champion sportswear, a Labour majority taking power, and Oasis back on the front pages, you’d be forgiven for thinking we’ve entered a 90s timewarp. And, in a way, we have.

The Gallaghers’ return may not have spawned the 90s revival, but it has certainly reinvigorated it. Unsurprisingly the big events have spurned ample opportunities for big brand tie-ins and quick-off-the-draw viral nods. And Creative Moment is here to examine some of the greatest hits:

Stone Island x Liam Gallagher

Maybe it’s still early days, but, ticket sales aside (!), the scale of Oasis’ direct brand tie-ins has been minimal so far. Liam’s timely campaign with Stone Island, however, has set the standard for others to follow.

The frontman was announced as the new face of the urban brand as part of its new project Community As A Form of Research. He stars in the fashion house’s Autumn/Winter 2024-2025 campaign alongside DJ Peggy Gou, actor Russell Tovey and skateboarder Sage Elsesser.

The partnership plays well to fans as it is in keeping with the 51-year-old’s firmly established stylistic bent, which has encompassed the Stone Island brand on several occasions.

The Oasis-effect is spurring a stadium-sized creative wave

Pretty Green's Wonderwall Paisley

Liam’s long-running fashion brand, Pretty Green, has been decidedly reserved in cashing in on the Oasis reunion. However, its range of Wonderwall Paisley takes centre stage on its website—a less than subtle reminder of its founder’s lineage.

The Oasis-effect is spurring a stadium-sized creative wave

Manchester City

While the Gallagher brothers might be at odds on various topics, a love for Manchester City FC has always been a uniting bond. 

It’s not surprising then that the club has taken to X to promote its legacy with the band, as well as its decidedly ‘Britpop’ apparel, worn by Noel himself.

Viral marketing

The iconography around the Oasis brand has stood the test of time, from the lowercase, black and white logo, to the brother’s larger-than-life personas.

X posters have referenced these tropes, as well as their recent press photoshoot for some cheeky viral action.

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