Has the ‘Ovie Effect’ broken men’s fashion rules?

With Hawaiian shirts and hats left behind in the 90s, Love Island star Ovie Soko has made waves with his distinctive wardrobe choices. The ripples of the ‘Ovie Effect’ appear to have influenced consumer trends in 2019, but has he broken the rules for fashionable attire?

Has the 'Ovie Effect' broken men's fashion rules?

The retro fashion icon

Shunning the popular choices of polos, tees and skinny jeans, Soko broke the fashion rules and went his own way with loud print shirts in a range of bright colours and eye-catching designs, and retro floppy bucket hats during his time on the island. It seemed unlikely that such choices would be a hit, and yet Ovie’s caused a stir in the media and sales of similar items have had a healthy boost. read more