Woven; Into a Real Store

By Rebecca Irvin

The biggest global online store is weaving its way to the high street this autumn!

Amazon Fashion is transposing the virtual shopping experience into a physical one with its first ever UK pop-up store on London’s Baker Street. For one week (23rd-27th October), the pop-up will showcase a range of items and brands in men’s and women’s fashion. Calvin Klein, Tommy Hilfiger, Vans, Levi’s, Paul & Joe, Gestuz, LOVE Moschino, Aldo, Antik Batik and Filippa K are just some of the names that will feature, alongside Amazon Fashion’s own brands such as find., Truth & Fable and Meraki.

There is also a varied programme of activities and entertainment, such as Pepe Jeans denim customisation, a DJ performance from Charlotte de Carle, an evening of beauty with a panel discussion hosted by Vogue Beauty and Lifestyle Director, Jessica Diner, yoga sessions with Ella Mills (Deliciously Ella) and live acoustic sets from Tom Grennan and NAO.


Susan Saideman, Amazon Fashion Vice President for Europe, says: ‘We are extremely excited to be opening our first ever UK pop-up store for fashion. We have curated a selection of top brands and key fashion items, which we think our customers will love, all of which can be purchased virtually through the Amazon app or physically in store. With the ongoing schedule of activities taking place throughout the week, we hope our pop-up shop will be an exciting and inspiring way to shop for fashion’.


All the products being showcased will be available to buy in store, or online using Amazon’s ‘SmileCode’ scanning technology with the Amazon Mobile App. Stylists from Amazon Fashion will be in the store for the duration of the week to offer styling advice to customers, and customers’ shopping experience will be enhanced by the installation of a juice bar and a hair and make-up mini-salon.


Amazon Fashion Hosts, 35 Baker Street, London, W1U 8EN 

The products featured in store are available to buy now at http://www.amazon.co.uk/amazonfashionhosts

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