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Amazon Fashion teams up with British Fashion Council for London Fashion Week

Sadiyah Ismailjee
14 September 2020

The British Fashion Council has teamed up with Amazon Fashion as part of London Fashion Week to support British fashion designers affected by the COVID-19 pandemic with a new designer digital storefront.

The Amazon Fashion x London Fashion Week digital store will support and allow small to medium-sized British fashion designers to showcase their collections and share their brand story with Amazon customers, whilst also providing an opportunity to use Amazon’s quick and convenient delivery service.

The digital storefront will be available to Amazon customers across five of its European websites in the UK, Germany, France, Italy, and Spain, including Prime members, reaching tens of millions of customers.

UK customers can shop from a collection of independent and local fashion designers for the first time at, including spring/summer collections and archival product from ready-to-wear, party wear, loungewear, lingerie, and footwear.

Menswear and womenswear designers taking part in Amazon Fashion x London Fashion Week include, Preen, Les Girls Les Boys, British footwear designer Grenson, De La Vali, shoe brand Kat Maconie, Teija, 1x1 Studio, Ponder.ER, and Olubiyi Thomas.

Vice president of Amazon Fashion Europe, John Boumphrey said in a statement: “We admire the work that the British Fashion Council is doing to support designers during the current crisis and are thrilled to be able to extend our services to some of the most exciting UK designers, introducing them to new audiences and supporting with logistics."

We are committed to helping the fashion industry during this difficult time through Amazon Fashion’s new London Fashion Week digital storefront, supporting both household names and independent brands.”

Commenting on Amazon Fashion's partnership with BFC, co-founder of Preen, Justin Thornton said: "London Fashion Week will always be unique for both talent and creativity, a must for designers to showcase their collections."

"With all the change and disruption we have seen this year, now is a great time to explore different ways to share 'Preen Line,' our contemporary brand, with millions of potential new customers across Europe. Working with Amazon Fashion will allow us to do this, which is very exciting.”

De La Vali founders, Jana Sacha Haveman and Laura Castro, added: “We're pleased to be working with Amazon Fashion and the British Fashion Council as part of this London Fashion Week initiative supporting independent British brands."

"It's an extraordinary time for fashion, and we're looking forward to evolving alongside the industry and exploring the new creative opportunities this opens up for us.”

The Great British Designer Face Coverings will also available to purchase from the Amazon Fashion x London Fashion Week storefront.

The new digital storefront is part of the global online giant's wider project titled ‘Amazon Fashion Connects’. This is a collection of partnerships with key industry businesses that provide Amazon with resources and services to promote and build young and emerging designers throughout Europe.

The storefront will also include links to the British Fashion Council’s official BFC Foundation Fashion Fund for the Covid Crisis, which was created to support fashion businesses and individuals survive the Coronavirus crisis.

Launched in May 2020, the BFC Foundation Fashion Fund for the Covid Crisis gave financial support and mentoring to 37 British designer businesses, with grants taken from the £1,000,000 emergency fund allocated to viable businesses depending on their urgency and capability to come through and thrive post crisis.

Then in July, the BFC announced that following the initial £1,000,000 made available for the BFC Foundation Fashion Fund, the organisation had raised an additional £500,000, allowing applications to reopen for a second round.

Amazon Fashion as well as other partner fashion designers and retailers, donated to the fund in early April when the initiative launched.

Continuing its support for the BFC initiative, Amazon Fashion has also offered its European photography studio in Hoxton free of charge to designer members of the British Fashion Council searching for a studio space during this time.

Chief executive of the British Fashion Council, Caroline Rush added: “The British Fashion Council 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.”

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