Fashion Week x Amazon Fashion

The British Fashion Council is collaborating with Amazon Fashionduring London Fashion Week to support British fashion designersimpacted by the Covid-19 pandemic with a new designer online shop.

The London Fashion Week x Amazon Fashion online shop willsupport and give small and medium-sized British fashion designersthe opportunity to showcase their collections to Amazon customers,while also having Amazon’s speed and convenience of delivery.
The online shop will be available to Amazon customers across five ofits European websites the UK, Germany, France, Italy, and Spain,reaching tens of millions of customers.
In the UK, some of the designers taking part are Preen, Les Girls LesBoys, British footwear designer Grenson, De La Vali, shoe brand KatMaconie, Teija, 1×1 Studio, Ponder.ER, and Olubiyi Thomas.Customers can shop from spring/summer collections and archivalproduct across ready-to-wear, party wear, loungewear, lingerie, andfootwear.
Commenting on the initiative, John Boumphrey, vice president ofAmazon Fashion Europe, said in a statement: “We admire the workthat the British Fashion Council is doing to support designers duringthe current crisis and are thrilled to be able to extend our services tosome of the most exciting UK designers, introducing them to newaudiences and supporting with logistics.“We are committed to helping the fashion industry during this difficulttime through Amazon Fashion’s new London Fashion Week digitalstorefront, supporting both household names and independentbrands.”
Also available to purchase from the London Fashion Week x AmazonFashion online shop will be the Great British Designer FaceCoverings, a collection of reusable, non-medical face masks createdby Bags of Ethics in partnership with the British Fashion Council, anddesigned in London by six British designers – Rixo, Halpern, LiamHodges, Mulberry, Julien Macdonald, and Raeburn. All sale profitswill be split between NHS Charities Together Covid-19 UrgentAppeal, the British Fashion Council Foundation Fashion Fund, andWings of Hope Children’s Charity.
Caroline Rush, chief executive of the British Fashion Council, added:“The British Fashion Council is grateful for Amazon’s support duringCovid-19, helping the brands most vulnerable at this time. TheAmazon Fashion x London Fashion Week digital storefront providesa unique space for designers to access new customers anddistribution that will allow their businesses to continue to grow, whilstproviding them with ongoing support and expertise.”
The London Fashion Week x Amazon Fashion online shop launcheson the first day of London Fashion Week, September 17.

Maria Peftouloglou