Exclusive: Meet Lazy Oaf’s Weird And Wondrous New Sister Label

Lazy Oaf has long been one of our favorite clothing brands from across the pond; it’s quirky-cute aesthetic continuously captures our hearts with every launch and collaboration. Simply put, the unconventional—and sometimes downright odd—U.K.-based label can do no wrong.

When we heard that founder and creative director, Gemma Shiel, was branching out with an entirely new venture, we were certain it was going to be absolute gold (or pastel organza, rather). Now it's finally here. Introducing: G.E.M., Lazy Oaf’s new sister label.

Maintaining that similar Lazy Oaf vibe that we know and love, Shiel turned to women in music for design inspiration, looking at vintage archives and tour photos for direction. The result? An offering that’s one part punk, one part whimsical, and all-around fun. Cue: leopard prints, frills, and faux fur trims that appear throughout the bold, candy-colored collection.

So, what does G.E.M. stand for, you ask? “Give Em More,” a name fitting for a line that’s extra in the best way possible. When style muses include the likes of Björk, Madonna, and Cyndi Lauper, things are bound to get a little weird, right?

The 17-piece collection launches tomorrow on LazyOaf.com with prices ranging from $46 to $276. Of course, no new launch would be complete without a campaign to back it up, so check out the peculiar new Stephanie Sian Smith-lensed and Chrissie Abbott-animated vision—and have your first look at the collection!—below.