Former Oasis singer Liam Gallagher’s fashion brand Pretty Green has appointed Holler to handle its digital communications and other promotional work. Holler will work alongside brand agency Neighbour.
Pretty Green brand director Nigel Grant says: “Pretty Green has enjoyed a successful first few seasons and we are currently where we planned to be. It is now an important time for the brand with the ever changing and challenging retail landscape to be in line with, if not ahead of, our competitors. The appointment of Holler will underpin and drive our digital strategy, keeping the brand on target with our growth strategy.”
Holler’s first task will be to launch a sunglasses collection this summer. Holler business director Adam Clarkson says its job is to take Pretty Green from “A successful start-up to a major player in the market.”
Pop star fashion brands have a mixed record, former Spice Girl Victoria Beckham has prospered mightily with her own upmarket collections while All Saints, originated by and named after the girl group, had to be refinanced recently after expanding too fast in the recession. Holler lines include a range of casual clothing as well as Gallagher’s trademark mod-style parka jackets.