Pastel Perfection: Esther Loves Oaf

Every now and again a beautifully bonkers brand comes along. Your first opinions are probably "this is so not me", but on closer inspection, you see the clothes for what they actually are; quality, quirky and fit for a queen.

Amongst the hustle and bustle of late night Soho shoppers on a bitterly cold Thursday evening was the Lazy Oaf, Esther Loves Oaf collection launch.

The Ganton Street shop front

Bold prints, playful illustrations and stylish colours account for the ongoing buzz about this outlandish brand. However, Lazy Oaf has come a long way since its humble East London beginnings.

In 2001, with a penchant for illustration, Gemma Shiel began selling her hand printed t-shirts at a stall in the famous Spitalfields Market. These screen printed t-shirts, which were made in her fathers garage, are the foundations of a brand which is now available in 250 stores worldwide, including online retail favourite, Asos.

It would be an understatement to say that Lazy Oaf has evolved into anything short of a success. Along with a strong social media presence, the Brit born brand is always staying relevant. Instead of focusing on current trends, the brand collaborates with other cartoon based brands to create youthful, colourful street wear. Notable collaborations include Disney's Aristocats and Warner Brother's Looney Tunes. It's like this brand doesn't want to grow up, and it's all very wonderfully weird.

Los Angeles artist, Esther Kim, provided the latest source of inspiration. Esther Loves Oaf is a pastel perfect dream. With a love for fashion and multicultural backgrounds, her art has a simply sublime girlishness. The cherry on top of the entire collection is her cutesy kawaii-esque bunny motif.

In a packed out launch night, pink lemonade and gin cocktails eased the amount of times I had to say "excuse me" to get passed hoards of fans waiting to meet the artist. Rooting through the rails, white rabbit dungarees quickly became the star of the show.

Hardcore Lazy Oaf fans could be found roaming around in the labels clobber. These stand out characters were also seen getting their picture taken, and rightly so. They all seemed to be decked out with fluffy rabbit backpacks. Completely eye catching, but the same can't be said about the queue at the till. The perfect excuse to go back.