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Fashion Week x Amazon Fashion

The British Fashion Council is collaborating with Amazon Fashion

during London Fashion Week to support British fashion designers

impacted by the Covid-19 pandemic with a new designer online shop.

The London Fashion Week x Amazon Fashion online shop will

support and give small and medium-sized British fashion designers

the opportunity to showcase their collections to Amazon customers,

while also having Amazon’s speed and convenience of delivery.

The online shop will be available to Amazon customers across five of

its European websites the UK, Germany, France, Italy, and Spain,

reaching tens of millions of customers.

In the UK, some of the designers taking part are Preen, Les Girls Les

Boys, British footwear designer Grenson, De La Vali, shoe brand Kat

Maconie, Teija, 1x1 Studio, Ponder.ER, and Olubiyi Thomas.

Customers can shop from spring/summer collections and archival

product across ready-to-wear, party wear, loungewear, lingerie, and


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 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


Also available to purchase from the London Fashion Week x Amazon

Fashion online shop 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. All sale profits

will be split between NHS Charities Together Covid-19 Urgent

Appeal, the British Fashion Council Foundation Fashion Fund, and

Wings of Hope Children’s Charity.

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.”

The London Fashion Week x Amazon Fashion online shop launches

on the first day of London Fashion Week, September 17.

Maria Peftouloglou

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