The stores will offer ready-to-wear collections from established and emerging fashion brands, including the likes of Elie Saab, Christopher Kane and Altuzzara, with more luxury brands set to join the list in the future. Available to access via Amazon’s website, collections are sold directly from the participating brands and designers, giving them complete freedom to choose what items are sold and at what price.
To celebrate the launch, Amazon developed a campaign shot by London-based photographer Angelo Pennatta and styled by French stylist Charlotte Collet. Starring Kristen McMenamy, Precious Lee, Leone Dame and Dara, the campaign aims to invite customers into a world of individuality and self-expression, redefining what luxury fashion means.
Amazon’s expansion of luxury stores into Europe also saw the launch of a dedicated Instagram account, which enlists global style ambassadors like Imaan Hammam, Tommy Dorfman and Camille Rowe to share their fashion inspiration.