Amazon and BFC link up for London Fashion Week storefront

By

Sandra Halliday

Published
Sep 15, 2020

The British Fashion Council is teaming up with Amazon Fashion during London Fashion Week for an initiative that should not only support emerging designers but also underlines the ambitions Amazon has in the higher-end fashion sector.

Part of the wider Amazon Fashion Connects project that’s happening in mainland Europe too, the aim is to use the new Amazon Fashion x London Fashion Week digital storefront to support designers who’ve been affected by the pandemic. It will feature small and medium-sized British labels that will be able to showcase their products and their brand stories to Amazon shoppers, while also taking advantage of the extra fast and convenient Amazon fulfilment operation.

And it's not only happening in the UK with the storefront being put in front of customers in Germany, France, Italy and Spain as well. It's estimated that this means exposure to tens of millions of shoppers.

amazon.co.uk/LondonFashionWeek will see Preen, Les Girls Les Boys, British footwear designer Grenson, De La Vali, shoe brand Kat Maconie, Teija, 1x1 Studio, Ponder.ER, and Olubiyi Thomas taking part.

The storefront will also feature the BFC/Bags of Ethics Great British Designer Face Coverings products that launched several months ago.

John Boumphrey, who’s currently VP of Amazon Fashion Europe and will soon move to take over the running of the firm’s UK unit, said: “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 logistics.

“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.”