Fashion

Here's Why G.E.M Is the New Brand You Need in Your Wardrobe

’80s inspired pieces by the founder of Lazy Oaf.

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1,369 Hypes

Here's Why G.E.M Is the New Brand You Need in Your Wardrobe

’80s inspired pieces by the founder of Lazy Oaf.

If you’re a fan of Lazy Oaf‘s unique blend of quality, fashion-forward pieces that have a wicked sense of humor, then we have a new fave label for you – G.E.M. The new brand, founded by Gemma Shiel – who, coincidentally, is the founder and creative director of Lazy Oaf – merges together vintage-feel pieces with a contemporary twist.

Inspired by ’80s female punks and pop culture icons like Björk, Madonna and Cyndi Lauper, Gemma personally scoured vintage archives and tour imagery to design a collection full of retro, cool-girl appeal. Think leopard print, faux fur and frills galore, in nostalgic, doll-like silhouettes.

Preview the debut Fall/Winter 2017 campaign above and shop the collection when it drops today at Lazy Oaf’s webstore.

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