Silver, Sundays, Skinny Jeans: Amazon Fashion unveils key summer trends

Silver is outselling gold, skinny jeans are still in demand and analogue watches outsell digital; these have been some of the key fashion shopping trends for Summer 2017, according to Amazon.

The e-commerce giant has unveiled its Summer Trends Report 2017 today, which features findings from its Fashion division. The findings show that jeans have remained a wardrobe staple this season, with "skinny" and "mum" styles being among the most popular.

In jewellery and watches, silver items are outselling their gold counterparts while analogue watches are proving more popular than digital versions with brands such as Daniel Wellington, Timex and Anne Klein among the most in-demand.

Furthermore Amazon, which earlier this year unveiled Ethiopian model, actress and designer Liya Kebede as the face of its Amazon Fashion European campaign for SS17, has also revealed that Sundays are the most popular days for consumers to buy fashion online as consumers relax and browse in the afternoon and plan their outfits for the week ahead.

Sarah Jessica Parker

Amazon has been upping its fashion credentials of late and just last week it announced that actress and global style icon Sarah Jessica Parker's AW17 footwear collection would be available on Amazon.co.uk from October, after it was launched on the US site a year ago.

The collection features a range of pumps, heels and boots and will also include three new colours of the signature ‘Fawn’ court shoe – ‘Dash’, ‘Flirt’ and ‘Wink’, exclusive to Amazon Fashion. To complement the offering of these exclusive colours, customers who buy a pair will also receive an SJP dust bag personally signed by Sarah Jessica Parker.

“The chance to collaborate with Amazon Fashion in Europe is a massively exciting opportunity,” said Parker. “Amazon offers great support to its brands and designers and an exceptional experience for all its customers. After launching my collection with Amazon in the States nearly one year ago, we are now looking forward to curating a beautiful, creative and appealing collection for European customers. Linking arms with Amazon Fashion in Europe is a great privilege for us, and we're looking forward to continuing to grow this relationship together.”

Susan Saideman, Vice President for Amazon Fashion Europe added: “We know that Sarah Jessica Parker’s shoe collection is one that our customers in the United Kingdom will love. Previous collections have been in high demand in the US and now our customers across Europe can benefit from an expansive selection including some exclusive colours only available at Amazon.”