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Designer fashion comes to Amazon via new Luxury Stores concept

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Your Amazon shopping basket is about to get a lot more luxurious. The shopping retail giant has just branched out into high-end fashion with the launch of the new Luxury Stores concept in Europe.

The venture, which sits under the Amazon Fashion umbrella, first launched in the US in September 2020 (in collaboration with Oscar de la Renta) - but, as of today, is now available to customers in the UK, France, Italy, Germany and Spain. European customers will now be able to shop ready-to-wear collections from a selection of established and emerging luxury brands, including Christopher Kane, Dundas, Elie Saab and Altuzarra, with more labels coming soon.

The pieces you shop will come directly from the participating brands and designers - who will also have independent control over their inventory, selection and pricing - but will be combined with the fast and free shipping that customers have come to expect from Amazon. While the project boosts Amazon's reputation in the luxury space, and provides a wider variety of fashion options to its existing customers, it also aims to broaden the audience of each participating designer - allowing them to access a wealth of new shoppers.

The concept has launched in Europe with a campaign celebrating self-expression and individuality, starring the inimitable Kristen McMenamy, alongside Precious Lee, Leone Dame and Dara, shot by famed fashion photographer Angelo Pennetta. Luxury Stores at Amazon has also partnered with a series of influencers and tastemakers to form a global network of style ambassadors - including Tommy Dorfman, Camille Rowe and Imaan Hammam - who will be showcasing their designer wares across social media.

Photo credit: Courtesy
Photo credit: Courtesy

Shop now at Amazon.co.uk/luxurystores.

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