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Amazon teams up with London Fashion Week to make it easier to shop British designers

London Fashion Week is looking a little different to last year, and Amazon  Fashion has teamed up with British Fashion Council to mark the occasion. (Getty Images)
London Fashion Week in September 2020 will look a little different to last year. (Getty Images)

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Amazon has joined forces with the British Fashion Council (BFC) during London Fashion Week to create a new way for shoppers to browse a range of the latest designer collections all in one place.

The new venture – the Amazon Fashion X London Fashion Week digital storefront, – enables select British designers to showcase their fashion collections for Amazon customers to see and shop.

The store will be home to well-respected brands, including Les Girls Les Boys, Preen and footwear label Grenson, which was a hit with Holly Willoughby during her time presenting I’m a Celebrity...Get Me Out Of Here!

Face coverings from Mulberry, Halpern and Julien Macdonald will also be available to shop.

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The new initiative came from a desire to support British fashion designers facing challenges amid the coronavirus pandemic.

Speaking about the project, BFC chief executive Caroline Rush said: “The BFC is grateful for Amazon’s support during COVID-19, helping the brands most vulnerable at this time.

“The Amazon Fashion X London Fashion Week digital storefront provides a unique space for designers to access new customers and distribution that will allow their businesses to continue to grow, whilst providing them with ongoing support and expertise.”

Amazon Fashion X London Fashion Week offers a large variety of Spring/Summer collections, ready-to-wear, party-wear, loungewear and lingerie as well as footwear for men and women.

The storefront also links to the BFC Foundation Fashion Fund for the Covid Crisis, which was established to support creative businesses during the pandemic.

The digital store is available across five European websites: the UK, Germany, France, Italy and Spain.

Shop Amazon Fashion x London Fashion Week collections

3 Pack: Mulberry, RÆBURN, Halpern Great British Designer Face Coverings | £18.99

3 Pack: Mulberry, RÆBURN, Halpern Great British Designer Face Coverings
3 Pack: Mulberry, RÆBURN, Halpern Great British Designer Face Coverings

De La Vali Olivia Long Dress W/Slip | £225

De La Vali Olivia Long Dress W/Slip
De La Vali Olivia Long Dress W/Slip

Grenson Nanette Womens Hiker Boots in Black Colorado Leather on Commando Sole | £295

Grenson Nanette Womens Hiker Boots in Black Colorado Leather on Commando Sole
Grenson Nanette Womens Hiker Boots in Black Colorado Leather on Commando Sole

Kat Maconie Beau Women's Frame Heel Sandal | £257

Kat Maconie Beau Women's Frame Heel Sandal
Kat Maconie Beau Women's Frame Heel Sandal

les girls les boys Men Roller Logo t-Shirt | £35

les girls les boys Men Roller Logo t-Shirt
les girls les boys Men Roller Logo t-Shirt

TEIJA Dress Mekko no 100 | £395

TEIJA Dress Mekko no 100
TEIJA Dress Mekko no 100

Preen Line DARIA Skirt | £170

Preen Line DARIA Skirt
Preen Line DARIA Skirt

Preen Line Amina Dress | £305

Preen Line Amina Dress
Preen Line Amina Dress

Watch: Anna Wintour walks unnoticed through London during Fashion Week