Amazon revolutionizes the online shopping experience with a new fashion project

Amazon revolutionizes the online shopping experience with a new fashion project

Amazon unveils a brand new project…

Did you know? Almost nine out of ten people shop via Amazon in the UK. You’ve probably just restocked your books

for the summer vacations, succumbed to buying an Alexa, or shopped at the Amazon Fresh around the corner from

you. But what about clothes? Previously, the list of pieces you could find at Amazon was relatively short and

vague (think hiking boots and jewelry belts). That’s all about to change. 

Coach Pleated Leather Bag

Former British Vogue star Kristen McMenamy in the Amazon Fashion Europe campaign. 

Angelo Pennetta 

The Internet giant today announced that the luxury shopping experience, which was already available in the United

States since September 2020, was expanding and now arrived in the European market. Thus, British, German, French,

Italian and Spanish customers will be able to buy ready-to-wear collections from brands such as Dundas, Christopher

Kane, Elie Saab or Altuzarra via Amazon. To announce the news, the advertising campaign was shot by Angelo Penetta,

with top models such as Precious Lee or super models of the 90s like Kristen McMenamy. According to Ruth Diaz,

vice president of Amazon Fashion Europe, the number of brands present on the site is expected to increase.

“The fact that world-renowned luxury designers such as Christopher Kane and Elie Saab trust us with their brands

and creations is great news for Amazon and its customers,” says Ruth Diaz, who adds that more brands – established

or emerging – will join Amazon’s luxury stores in the coming seasons. 

NFL PRO Line Jersey Review Precious Lee also appears in the campaign, photographed by Angelo Pennetta and dressed by Charlotte Collet. 

Angelo Pennetta

Collections are sold directly by brands and designers, and decisions about inventory, selection and pricing are left

to the brand, Amazon explains. The site’s technology also allows brands to create custom content, so they can maintain

their unique voice and identity on Amazon. “Brands in Amazon’s luxury stores are able to speak authentically about

their collections to our customers, allowing them to define luxury for themselves,” says Xavier Flamand, Amazon’s vice

president of seller services. Shoppers can also browse Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen on Luxury

Stores.  Nike Air Max 1 Rush Pink Volt White Black The move is “great news for Amazon and its customers,” according to Amazon Fashion’s vice president of Europe:


, Ruth Diaz. 

Angelo Pennetta

There has been a lot of talk about the “hyperphysical” aspect developed by designers in order to force them to return

to “retail” shopping (some examples: the pop-up store signed Jacquemus opened at Selfridges or the pink faux fur wall

of Balenciaga presented for the launch of the it-bag Le Cagole in London) . But Amazon guarantees the speed and convenience of its service, adding that the luxury brands already available

are the first in a long line, all the more exceptional.

Translation by Sophie Brindel

Article originally published on Vogue UK

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