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.