Amazon
Amazon knows better than most retailers that growth and change and forward-thinking is key to, well, everything. It’s an attitude that’s easy to spot while tracking its moves in the fashion space, specifically with the arrival, last year, of Luxury Stores. Designed to showcase a rotating edit of emerging and established labels, the in-app experience is beautifully designed, curated by an ace team under the direction of former fashion editor Sally Singer, and frequently refreshed with new picks.
The latest labels to land come under two special shops. The first, the RAD Impact Edit, was curated by Colette vet Sarah Andelman with an eye to at-home glamour. The second focuses on Mother s Day gifting. Billed as a digital “flower shop,” it assembles floral prints and accents from labels like Christopher Kane and Fabrizio Viti alongside petal-bright picks from Missoni. Moreover, it marks a foray into the world of exclusivity for the digital giant: two capsule collections
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A word of advice: donât ask JJ Martin about quarantine unless youâre prepared to feel like an underachiever. The writer-turned-designer and founder of maximalist lifestyle brand La DoubleJ says the pandemic has been a boon for her creativity: âI had this creative burst during the first four months of the pandemic,â she says. âI was on a rocket ship because it was the first time in my life that I was forced to stop and sit at home.â
When it comes to fashion, we are all inspired by what we see; whether it be a well-dressed celebrity, a blow-your-mind catwalk presentation or even a super stylish every-day passerby.
As fashion editors, we re moved by all of the above, and then some. We re exposed to under-the-radar labels; we get a first-hand look at collections months before they hit stores; we re tapped into brands with chic-yet-cheap offerings and we shop a lot.
To share our knowledge, FEMAIL brings you Style Swoon, a weekly series of the latest, greatest and on the verge. We hope this Friday series will serve as a buying guide and point of inspiration for the clotheshorses and fashion fanatics alike.