In 2009, former Oasis frontman, Liam Gallagher announced that he was launching his own fashion label and that he would be heavily involved in the designs and marketing of the brand. He doesn’t design the items himself but every piece is overseen and validated by him personally and music has a strong influence on the collections. In 2010, Liam Gallagher opened his first fashion shop in London selling his own Pretty Green Label. Today he is joining the London Collections Men event with the likes of Tom Ford, Christopher Kane, The House of Nines, Burberry or Alexander McQueen.