Odille is the house brand of lingerie for UK retailer Oasis.

The core target customer is aged 18 – 24. She’s a regular high street shopper and has a real appetite for fashionable clothes. She generally makes considered purchases, which is why she loves Oasis – our collections are wearable and can transcend seasons while still having a fashionable edge… Following the acquisition of Coast in 1998 and a management buyout in 2001, the Oasis brand continues to grow from strength to strength, operating from 109 outlets and 161 concessions across the UK and the Republic of Ireland, achieving an annual average turnover of £200million.

Oasis isn’t just a store, it is closer to a lifestyle including a magazine, newsletter, and a growing number of brands. It seems similar to the brand strategy used by The Limited in the US during the 1980s.

The online store is very usable, but requires a speedy internet connection. There are many pieces to choose from including these lingerie selections. The store uses a closet metaphor and the pieces are shown on hangers.

Selecting a piece brings up a product page with sizing details (don’t expect any sizes except 34A to 36C). The store uses an in-place zoom (described here).

To accomplish this zooming technique, a large image is loaded in the background. See a few samples below:

The items are well crafted and have many flourishes and details. Most pieces are £30.00 or under and check back with the site for sale items.

All images are from Oasis. Visit their site for more details and purchasing.