London Fashion Week teams up with Amazon Fashion

The British Fashion Council is joining forces with Amazon Fashion during
London Fashion Week to support British fashion designers impacted by the
Covid-19 pandemic with a new designer digital storefront.

The Amazon Fashion x London Fashion Week digital boutique will support
and enable small and medium-sized British fashion designers to showcase
their collections and tell their brand story to Amazon customers, whilst
also providing an opportunity to utilise Amazon’s speed and convenience of

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

In the UK, customers can shop from a curation of independent and local
fashion designers for the first time at,
including spring/summer collections and archival product across
ready-to-wear, party wear, loungewear, lingerie, and footwear. Menswear and
womenswear designers taking part include Preen, Les Girls Les Boys, British
footwear designer Grenson, De La Vali, shoe brand Kat Maconie, Teija, 1×1
Studio, Ponder.ER, and Olubiyi Thomas.

London Fashion Week teams up with Amazon Fashion

Commenting on the initiative, John Boumphrey, vice president of Amazon
Fashion Europe, 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

“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.”

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Amazon Fashion x London Fashion Week digital storefront to support
British fashion designers

Speaking about working with Amazon Fashion, Justin Thornton, co-founder
of Preen, 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.”

London Fashion Week teams up with Amazon Fashion

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.”

Also available to purchase from the Amazon Fashion x London Fashion Week
storefront will be the Great British Designer Face Coverings, a collection
of reusable, non-medical face masks created by Bags of Ethics in
partnership with the British Fashion Council, and designed in London by six
British designers – Rixo, Halpern, Liam Hodges, Mulberry, Julien Macdonald,
and Raeburn. 100 percent of sale profits will be split between NHS
Charities Together Covid-19 Urgent Appeal, the BFC Foundation Fashion Fund,
and Wings of Hope Children’s Charity.

The Amazon Fashion x London Fashion Week digital storefront is part of a
wider project entitled ‘Amazon Fashion Connects’, a collection of
initiatives with key industry partners that provides Amazon resources and
infrastructure to budding and established young designers throughout

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The dedicated storefront also features links to the British Fashion
Council’s official BFC Foundation Fashion Fund for the Covid Crisis,
established to support creative fashion businesses and individuals to
survive and navigate the coronavirus crisis. So far, the BFC Foundation has
made 1,500,000 pounds of emergency funds available, with the majority
supporting designer businesses and with a portion of funds also allocated
to students, underpinning the future generation of creative talent.

London Fashion Week teams up with Amazon Fashion

Amazon Fashion, alongside other partner fashion designers and retailers,
donated to the fund in early April when the initiative was launched. As an
extension to this support, Amazon Fashion has also offered its European
photography studio in Hoxton free of charge to designer members of the
British Fashion Council looking for studio space during this time.

Caroline Rush, chief executive of the British Fashion Council, 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.”

Amazon Fashion makes ties with fashion organisations across the

This venture with the British Fashion Council is the latest initiative
from Amazon, outside of the UK, Amazon Fashion has collaborated with
CFDA/Vogue Fashion Fund’s ‘A Common Thread’ to support independent American
designers affected by the Covid-19 pandemic. While in France, Amazon has
made a donation to the Institut Français de la Mode in order to contribute
to the funding of social and diversity scholarships for students in
creative programs. This donation will be renewed over a period of three
years, corresponding to the scholarships of students.

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In Italy, Amazon Fashion has supported Camera Della Moda Italiana’s
‘Together for Tomorrow’ Covid-19 relief fund, through a donation that
provides immediate financial support to Italian fashion brands most
affected by the pandemic throughout the country, while in Spain, Amazon
Fashion became an official partner of the Mercedes Benz Fashion Week
Madrid. A number of Spanish designers’ catwalk shows were live-streamed
across Amazon Fashion’s social media channels, with many of their
collections becoming immediately shoppable at Amazon Fashion as soon as the
shows finished.

“Through our Amazon Fashion Connects initiative, we have been able to
work with some of Europe’s most innovative designers for the first time,”
explained Edward Westcott, Amazon seller services director for fashion,
Europe. “Supporting local fashion designers is something we are extremely
passionate about at Amazon, and we think our customers are going to love
being able to shop these exciting collections at the click of a button.”

The Amazon Fashion x London Fashion Week digital storefront launches on
the first day of London Fashion Week, September 17.

Images: courtesy of Amazon Fashion



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