Gadgets, groceries and… designer dresses: your Amazon shopping cart is about to be very different


“Having world-class luxury designers such as Christopher Kane and Elie Saab trust us with their brands and designs is great news for Amazon and for our customers,” says Diaz, adding that more brands – established and emerging – join Luxury Stores at Amazon in the coming seasons.

Precious Lee also appears in the campaign, photographed by Angelo Pennetta and styled by Charlotte Collet.

Angelo Pennette

Collections are sold directly by brands and designers, and decisions about inventory, selection, and pricing are left to the brand, Amazon says. Its tools and technology also enable brands to create personalized content, to bring their unique voice and identity to their presence on Amazon. “Amazon’s luxury retail brands are able to speak authentically about their collections to our customers, allowing them to define luxury for themselves,” said Xavier Flamand, vice president of seller services at ‘Amazon. Shoppers will also be able to browse Mira Mikati, Rianna + Nina, Boglioli, Jonathan Cohen on luxury stores.

The change is “great news for Amazon and its customers,” according to Amazon Fashion Vice President Europe Ruth Diaz.

Angelo Pennette

Much has been made of the shift to a “hyperphysical” approach to entice consumers back to retail (e.g. the playful pop-up inspired by Jacquemus’ bathroom at Selfridges, or the pink faux fur backdrop that Balenciaga created to exhibit his Le Cagole in London). But Amazon is banking on the speed and convenience of its service, along with the growing range of established fashion brands, which is an irresistible combination.


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