#ELLEExclusive: OOKIOH’s Latest Collection Is The New Summer Must-Have
Ahead of the global launch, here’s a sneak peek at the collection.
Think floral prints, retro cuts and a palette that is a mix of muted hues and bright colours. OOKIOH’s New Collection is an ode to laid back California style, with modern sensibilities and just the right hint of nostalgia (remember summer vacations at the beach).
Founded by Vivek Agarwal, OOKIOH’s vision is to offer sustainable clothing with the right balance of style and affordability. The new collection focuses on bringing a sense of timelessness to its designs. The colour blocking technique, for example, is a nod to the idea of mixing and matching pieces instead of replacing them every season.
“The OOKIOH Summer 21’ collection draws its inspiration from our belief that although 2021 will bring with it a feeling of exuberance and optimism, a year like 2020 will have an everlasting impact. This notion drove us back to the 70s, best known for its fun prints and earthy shades,” shares the designer. “We were also reminded of Jacques Majorelle’s garden in Morocco, which truly connected with our core design ethos,” he adds, while explaining the mood board for the latest drop.
The overall tone is sporty, with a mix of modern silhouettes and functionality that makes the outfits work both in and out of the pool.
Scroll below for an exclusive look at the collection.