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Kitted out with retro kitchen interiors such as a cooker, kettle and working fridge, the bright pink bus has been designed to showcase and sell Oasis’ latest products at places where it does not currently have a retail presence. It also includes displays of a selection of accessories and rails of ready-to-wear items.

The bus, which used to be a mobile library, is currently touring London after a visit to Oasis’ headquarters in Shoreditch. Bessie will then head to Girl’s Day Out in Glasgow on 28-30 November and Clothes Show Live in Birmingham from 5 to 9 December before heading to Shrewsbury before the end of 2014.

The project was devised in-house over the past year.

Hash Ladha, Oasis’ chief operating officer, said: "Bessie the Bus is a part physical, part digital store, which continues to build on our social and local strategies. It isn’t a marketing gimmick, as Bessie trades like a store, has its own profit and loss statement, sales plan, and full-time team.

"It, of course, helps with brand awareness and has an amazing road trip planned, which I’m sure will create a buzz locally."

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