Oilily is really cutting edge european fashion in the USA. The variety of colors and styles that they offer are really eclectic and far from the norm. Their clothes are trendy and definately get attention (not in a negative way).If you shop at Oilily, I also promise you that you wont typically bump into someone wearing the same outfit as you. I just think that their clothes,especially for kids, are super fun and unique ... the only downfall is the really high prices. I guess sometimes you have to splurge on yourself or your kids.