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First introduced to lucky US shoppers in September 2020, we've been waiting over two years for it to launch this side of the pond.
In a nutshell, you'll be able to get your hands on ready-to-wear collections from huge designer names including Christopher Kane, Elie Saab and Altuzurra alongside up-and-coming brands like Mikati, Rianna+Nina to name a few.
Although you'll be buying the items directly from the brand, you'll still have the convenience of browsing and shopping for luxury items in one easy-to-find place on Amazon. Yes, you can invest in stunning, keep-forever pieces using the Amazon app, or its website. Plus, of course, you'll be able to capitalise on Amazon's fast and free shipping.
The stunning launch campaign (called 'out of the box') has us sold already – featuring supermodel Kristen McMenamy, black curve model Precious Lee, up and coming male model Leon Dame, and trans model Dara – all wearing some truly covetable pieces that are the last word in luxury.
“Fashion is an area where we continue to innovate and add selection, and we’re always looking for opportunities to offer our diverse, fashion-engaged customers more of their favourite brands and styles," Ruth Diaz, VP Amazon Fashion Europe.
"This is just the beginning, and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our customers across Europe season after season.”