Why we want everything from this new brand
There is one boutique, offline and online, that makes us simultaneously short of breath. Founders Rosanne Jansen and Valerie van der Meer curate one by one covetable labels for OU., which we then get to touch. But now, now there is something we ask for your attention with reverence, because OU. has its own brand. Hallelujah. We had to know the details.
You already have so much beautiful stuff, why a private label?
“For almost eight years we have been selecting the most beautiful brands for our boutique collection, which is why we know so well what our customer wants and what is missing. Sometimes Val exclaims: ‘Yesss, this is totally OU.’ about something from Ba&sh or Baum und Pferdgarten, but sometimes we are looking for even more OU. and that’s why it was our best plan ever to design our own OU. dream collection. From the perfect party dress and mule to a suit in lilac white check.”
Tell us more, tell us more…
“Our first A POOLSIDE STORY has 12 styles with matching shoes and accessories. The sets fit perfectly in a small suitcase, so you are ready for your vacation in one go. We produce the clothing in Spain and Portugal. It has all the ingredients to create your own Poolside Story, think Mrs. Murray mules, but also a Joanna von Oswald dress. Our motto is also: a good story starts with a great outfit.”
Those images from your campaign are so beautiful and have something familiar, is that correct?
“Ha, how nice. The best compliment, because we are in love with the photography of Slim Aarons. His book ‘Poolside With Slim Aarons’ was our inspiration and that’s how the idea for the collection came about. He photographed the jet set, royals, socialites, and celebrities at the edge of their azure blue swimming pools against the backdrop of their beautiful villas in the sixties, seventies, and eighties. Aarons’ photos show how people dared to enjoy fearlessly. In the sun, without SPF, smoking and drinking, dining with gluten and without sharing or liking on Instagram. The jet set of that time enjoyed, deliciously, while we are aware of the dangers and consequences of our naughty jet set behavior on a weekend getaway.”
Do you also see Slim Aarons' Poolside reflected in the collection?
“It is simple, feminine, cheerful, and stylish with floral prints, colorful stripes, polka dots, and checks in colors like lilac, green, yellow, and red. We mixed that joy with our own style. If you collection is called A POOLSIDE STORY there is a story that goes with it. That’s why we asked writer Linda Samplonius to write a mini poolside thriller. The booklet itself is a treat in terms of appearance, but once you start reading, it’s spine-chilling. You can order it via boutiquestories.com, but especially for Amayzine you get it for free with an order from the collection. You just have to fill in POOLSIDE at checkout.‘
1. Maxi Dress Johanna von Oswald Multi Color Stripes, €199 OU. BOUTIQUE STORIES
2.Wrap Dress La Concah Red Flower, €159 OU. BOUTIQUE STORIES
3. Earrings Phoenix Black and White, €130 AMBER SCEATS
4. Book A Poolside Story, €10 OU. BOUTIQUE STORIES
5. Top Carrpeplos Lilac White Checkered, €89 OU. BOUTIQUE STORIES
6. Shorts Canellopoulos Lilac White Checkered, €79 OU. BOUTIQUE STORIES
7. Beach Bag Jute Lips Natural, €85 THE JACKSONS
8. Scrunchie Jackie Multi Color Stripes, €16.95 OU. BOUTIQUE STORIES
9. Beach Bag Jute Lola Multi, €109 THE JACKSONS
10. Sandal Molly Wilmot Red, €129 OU. BOUTIQUE STORIES
