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Amazon Fashion announces expansion of 'Luxury Stores' in Europe

Sophie Smith
08 June 2022

Amazon Fashion has announced the expansion of its Luxury Stores platform to Europe, bringing the "elevated" shopping experience to the UK, Germany, France, Italy and Spain.

First launched in the US in September 2020, with leading fashion house Oscar de la Renta, Luxury Stores at Amazon in Europe will offer ready-to-wear collections from both established and emerging luxury fashion brands, including Christopher Kane, Dundas, Elie Saab, Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen and Altuzarra.

More fashion and beauty brands will join the platform in the future, according to Amazon.

Collections can be sold directly from the participating brands and designers, allowing them to make decisions independently regarding their inventory, selection and pricing. Amazon will also allow designers and brands to create and personalise original content to help them target existing and new luxury customers.

Customers will be able to experience Luxury Stores on multiple devices, via the Amazon mobile app, desktop, mobile and tablet browsers.

Ruth Diaz, VP of Amazon Fashion Europe, said: “We’re delighted to be offering more choice to our European customers with the launch of Luxury Stores at Amazon, where they can browse an inspiring range of luxury styles for all occasions. Fashion is an area where we continue to innovate and add selection, and we’re always looking for opportunities to offer our diverse, fashion-engaged customers more of their favourite brands and styles.

"This is just the beginning, and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our customers across Europe season after season.”

Luxury Stores at Amazon

The Luxury Stores at Amazon campaign

Luxury Stores at Amazon launches in Europe with an ‘out-of-the-box’ campaign shot by Angelo Pennetta, styled by Charlotte Collet and featuring models Kristen McMenamy, Precious Lee, Leon Dame, and Dara. With this campaign, Amazon invites customers to get ready for an epic summer where "individuality and self-expression are celebrated and luxury fashion is redefined".

Throughout the year, customers can also discover Luxury Stores at Amazon on Instagram, where a global network of style ambassadors such as Imaan Hammam, Shiona TuriniTommy DorfmanSerge IbakaTina Kunakey and Camille Rowe will be sharing their own content and reinterpreting luxury in their own style. 

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