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The new venture – the Amazon Fashion X London Fashion Week digital storefront, – enables select British designers to showcase their fashion collections for Amazon customers to see and shop.
The store will be home to well-respected brands, including Les Girls Les Boys, Preen and footwear label Grenson, which was a hit with Holly Willoughby during her time presenting I’m a Celebrity...Get Me Out Of Here!
Face coverings from Mulberry, Halpern and Julien Macdonald will also be available to shop.
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The new initiative came from a desire to support British fashion designers facing challenges amid the coronavirus pandemic.
Speaking about the project, BFC chief executive Caroline Rush said: “The BFC 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 X London Fashion Week offers a large variety of Spring/Summer collections, ready-to-wear, party-wear, loungewear and lingerie as well as footwear for men and women.
The storefront also links to the BFC Foundation Fashion Fund for the Covid Crisis, which was established to support creative businesses during the pandemic.
The digital store is available across five European websites: the UK, Germany, France, Italy and Spain.