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Oreo brand launches first fashion collection

Sandwich cookie brand has collaborated with three European influencers.

The Oreo cookie brand is moving into the world of fashion – collaborating with three European influencers on a new collection.

The aim – according to Fashion United – is to drive cookie sales and engagement in European markets, further building on its heritage.

The Oreo Twist Your Style unisex clothing line – developed by creative agency, Elvis – uses imagery of the brand across the likes of sweatshirts, t-shirts, bucket hats and bum bags.

It was developed with Samantha Faiers from the UK, Anne-Laure Mais Moreau from France and Yvonne Pferrer from Germany. The trio have a combined Instagram following of over four million, with each designing a denim jacket for the collection based on their personal style, Fashion United reported.

Although the collection won’t actually be on sale, Oreo is giving fans the chance to win items – as well as a €1,000 shopping spree – as part of a special competition.

A campaign will run across TV, social, digital, in-store and PR channels to promote the initiative in 11 European markets.

“Developing this collection enables us to spark playful connections with our audience,” said Vira Ponomarenko, manager of Oreo equity and base, MEU. “The work plays on the fact that Oreo is more than just a cookie – it’s an icon in its own right.”

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