Oasis Reunion: Are the 90s back? Definitely Maybe

Britpop legends, Oasis, took the UK by storm in August when they announced they were reuniting, 15 years after their storied break up. Brothers, and leaders of the band, Liam and Noel Gallagher – who have spent the last decade and a half in a deep feud, refusing to speak to each other – have finally put their differences aside. In a dramatic turn of events, the pair have given millions of Oasis fans what they’ve been waiting for, with the announcement of a 15-date stadium tour across the UK next summer with dates also being released across the US.

Live music tours have been having a major economic impact on local economies over the last few years. The world’s biggest tours have turned into cultural events, as seen with the likes of Beyoncé’s Renaissance Tour and Taylor Swift’s Era’s Tour. Oasis sold out their 15 UK dates as quickly as ticketing platforms would allow, with, as expected, unprecedented demand from the nation to see the Gallaghers take to the stage together again. One knock-on effect that the chosen host cities will quickly take advantage of is the substantial economic boost to hospitality, retail and transport businesses. The events will bring in millions of pounds worth of business, only benefiting the local economies of London, Manchester, Cardiff and Dublin.

In the 30 years since Oasis released their debut album, Definitely Maybe, a lot has changed, especially when it comes to consumer relationships within fashion and retail. However, the impact of cultural events and the power of nostalgia can act as an effective tool for brands looking to capitalise on current Oasis fever.

Live Forever

With the Oasis reunion sending shockwaves through the music world and igniting a frenzy of excitement amongst many who look at the 90’s with strong nostalgia, comes a powerful reminder that some bands, and also brands, never lose their place in the public’s hearts.

The 90’s encapsulates an era that bridged music, fashion, and lifestyle to create some of the most iconic and loved fashion trends in the world. Oasis were a central figure in the Britpop movement which, at the time, had a major impact on fashion trends and aesthetics – think parka coats, bucket hats, Fred Perry polos and Adidas trainers. The Gallagher brothers each had such an iconic style that reflected pop culture and still resonates with current fashion trends.

Oasis’ reunion presents brands with the opportunity to tap into this cultural resurgence. Fashion labels can launch retro-inspired collections or limited-edition items that capture the style of the Britpop era while appealing to today’s audience. As 90s fashion continues its rise in 2024, Oasis will be a driving force behind its sustained relevance.

The Masterplan

There is still a year to go before the Oasis concerts take place, and we will no doubt see a number of brands attempt to take advantage of the nostalgia. Already, Manchester City Football Club, a team long associated with Noel Gallagher, have launched a kit celebrating the Definitely Maybe album. Conveniently timed just after the announcement of the reunion, the kit, named ‘Definitely City’, was the first of many Oasis-branded fashion moves we can expect over the next 10 months.  

At a similar time, Liam Gallagher was announced as the new face of Stone Island. Fronting the fashion brand’s autumn and winter campaign, much of the promotion for the campaign captures the Oasis frontman in a Stone Island parka, an item of clothing that has become synonymous with Liam’s name.

 The next brand to watch out for will undoubtedly be Adidas. For over 30 years, the Gallagher brothers have been closely connected with Adidas, especially the Superstar, Gazelle, and Samba sneakers. These weren’t just shoes, they became part of the Oasis image. Adidas, with its roots in working-class Manchester and football terrace culture, symbolised rebellion and style – values that perfectly aligned with Oasis’ ethos. Even before the reunion, the brand was continuing to create Oasis inspired footwear, and it is bound to be planning something big for 2025.

 The list almost certainly won’t stop there. The craze is too big to ignore. While streaming sites, Apple TV, Amazon Prime and Netflix are rumoured to be battling it out to film the Oasis reunion tour, there is little doubt that a number of fashion retailers will also be clamouring to get a slice of the lucrative pie.

Don’t Look Back in Anger

Oasis’ 2025 reunion is far more than a concert tour – it’s a cultural event that will redefine fashion, marketing, and live music. With the revival of 90’s trends such as bucket hats, baggy jeans, and oversized parkas, the Gallagher brothers are once again poised to influence a new generation of fashion and music lovers. Sometimes, you have to look back to go forwards – and it is certainly the case with Oasis. Brands will look to align with this moment, creating campaigns that resonate with fans old and new.

The resurgence of 90’s nostalgia fuels fashion, music and pop culture trends that can influence shoppers. It provides retailers with ample opportunities to create experiences and campaigns that encapsulate an era of Britpop and capitalise on the frenzy of excitement that Oasis have left fans feeling ahead of their tour.

Want to know how to maximise your retail strategy to stay ahead of changing trends? Get in touch today.