Amazon Fashion enlarges into a boutique with Luxury Stores

Amazon customers in the UK, Germany, France, Italy and Spain will be able to enjoy a new online shopping experience that will make them feel as if they are walking through the luxury streets of shopping cities. Amazon Luxury Stores is Amazon's new expansion that brings both emerging and established luxury ready-to-wear and beauty brands to the site, such as Christopher Kane, Dundas, Elie Saab, Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen, Altuzarra and many others, allowing them to select items, manage inventory, apply prices and discounts and establish a new relationship with luxury customers and build loyalty with new ones, also thanks to content creation in line with their brand values facilitated by Amazon with tools such as motion graphics and enhanced auto play images for optimal navigation. Xavier Flamand, Vice President of Amazon Seller Services, says:

"Brands involved in Amazon Luxury Stores can tell customers about their collections in an authentic way, giving them the opportunity to define their idea of luxury themselves."

The launch communication has an elevated aesthetic and aims to get Amazon recognised as a platform where even the luxury customer base can buy their favourite items: featuring supermodel Kristen McMenamy alongside Precious Lee, the campaign shot by fashion photographer Angelo Pennetta with the collaboration of stylist Charlotte Collet has a summery allure that perfectly matches the luxury that Gen Z likes today - fun and quality. A further connection with the young audience and driven towards the luxury world will be initiated through the Instagram profile @amazonluxurystores, where a global network of style ambassadors - creatives, thought leaders and trendsetters such as Imaan Hammam, Shiona Turini, Tommy Dorfman, Serge Ibaka, and Camille Rowe - will share their inspirational content reinterpreting luxury through their unique style.

Since its inauguration Luxury Stores has found exciting new ways to engage customers with the diverse range of fashion and beauty brands globally. In 2021, Luxury Stores launched an exclusive collaboration between Oscar de la Renta and Clé de Peau Beauté with the 'Smile! It's Summer', featuring Paloma Elsesser, Georgia May Jagger and Luka Sabbat, with Tyler Mitchell as photographer and director, generated a great deal of interest not only from fashion-loving customers, but also from beauty enthusiasts. Luxury Stores is an expansion to amplify its impact beyond traditional retail through various channels, such as accessibility configured for both desktop and tablet via browser and with the Amazon Fashion App, both in Europe and the US, Amazon.it/luxurystores.