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12 June 2022

A view over the borders: Elie Saab, Altuzarra, Oscar de la Renta, Missoni, Dundas... available at 'Luxury Stores at Amazon' for users with addresses in selected large European countries

The 'Luxury Stores at Amazon' concept of digital high-end fashion stores directly managed by the labels with the technology and tools by Amazon started already in September 2020 in the US with luxury fashion brands like Oscar de la Renta. Since 8 June, the high-priced products are also available for customers with delivery addresses in a selection of the largest countries of Europe: Germany, UK, France, Italy and Spain. Smaller countries like Austria are currently not on the list. The new digital shopping location for European users received attention by media like The Guardian with statements by professionals such as a retail expert about the importance of the curation of ranges in the luxury segment with comparison to other digital stores like Net-a-Porter (headquartered in London, UK) or where Ruth Diaz, Vice President Amazon Fashion Europe, was asked for her design favorites. One of the brands which is mentioned in both articles - one time concerning the growing online sales, at the other as favorite design - is Dundas by designer Peter Dundas, who studied at Parsons School of Design in New York, worked for brands like Emanuel Ungaro or Emilio Pucci and was chief designer at Roberto Cavalli before he started Dundas in 2017.

For the European campaign of the continuously growing range of fashion and beauty products at the 'Luxury Stores at Amazon', Kristen McMenamy, Precious Lee, Leon Dame and Dara were styled by Charlotte Collet in items from the digital stores for the shooting with photographer Angelo Pennetta. It's announced that additionally to the campaign, a network of style ambassadors will share content for the presentation of their personal interpretation of luxury via Instagram over the whole year at @amazonluxurystores.

Images, from left: Kristen McMenamy in Rianna + Nina, Precious Lee in a dress by Jonathan Cohen. The pictures are from the campaign for the expansion of the 'Luxury Stores at Amazon' (opened in September 2020 in US) to the European countries Germany, UK, France, Italy and Spain (launched on 8 June 2022). Styling: Charlotte Collet. Photographer: Angelo Pennetta. Photos: Amazon Fashion Luxury Stores.

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