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Amazon Fashion introduces first ever Twitch campaign

Jeremy Lim
13 July 2022

Amazon Fashion Europe has announced a collaboration with Twitch to showcase its range of summer styles and brands, including Tommy Hilfiger and Reebok.

The collaboration will include a week-long European road trip from 23 July from the Amazon Fashion Studios in Hoxton, London. The trip will see two teams of Twitch streamers, comprised of Twitch superstars, emerging creators and fashion insiders, enter into a race across Europe.

The teams will complete fun fashion challenges hosted by some of their favourite Amazon Fashion brands along the way, whilst showing off their Amazon Fashion looks for every location and activity.

The Twitch community will be entertained by four live streams throughout the week, highlighting the team challenges and the results, which will decide how they travel to the next location or where they stay the night.

The community can join the teams virtually as they complete a Tommy Hilfiger styling trial in fashion capital of the world, Paris, then head to the chic city of Milan via a scenic stop off at Lake Constance, bordering Germany and Switzerland, for a Yoga class with Reebok.

The roads will lead to Barcelona, where one team will celebrate its win on July 29th, dressed for the ultimate beach party in Amazon Fashion summer collections.

Alex Barnett, Amazon Fashion Europe Marketing Director said: “We believe that investing in shoppable entertainment unlocks a big opportunity to connect with consumers, and we are excited about helping our brand partners to reach both new and existing Amazon Fashion customers through this fun and original campaign.

“We’re looking forward to exploring the creative opportunities this partnership with Twitch opens up, and finding innovative ways to help customers discover even more of the styles and brands they love at Amazon.”


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