Vogue launches digital store on Amazon to promote…

Vogue launches digital store on Amazon to promote independent fashion labels: here's what to shop

Vogue, Amazon Fashion and the Council of Fashion Designers of America (CFDA) have come together to launch a digital storefront to promote small and medium-sized American fashion designers.

At a time when many independent fashion labels are struggling with the impacts of Covid-19, the “Common Threads: Vogue x Amazon Fashion,” storefront will enable those brands featured to reach Amazon’s vast customer base, and to access its advanced fulfilment network.

“I’m thrilled to announce this partnership, and want to thank Amazon Fashion, not only for its generous support of ‘A Common Thread,’ but also for so quickly sharing its resources to aid American designers affected by the pandemic,” said Anna Wintour, Editor-in-Chief of Vogue, U.S. Artistic Director and Global Content Advisor, Condé Nast. “While there isn’t one simple fix for our industry, which has been hit so hard, I believe this is an important step in the right direction."

The storefront (amazon.com/commonthreads) has launched with a selection of current spring season apparel and accessories from 20 brands including Batsheva, Brock Collection, Derek Lam 10 Crosby, 3.1 Phillip Lim, Tabitha Simmons and Victor Glemaud, with many offering archival pieces as well. There are plans to add further designers and product categories further down the line.

It’s a clever way to help these designers offload their existing current season inventory, targeting shoppers where they are already doing much of their lockdown browsing.

A Common Thread is the CFDA/Vogue Fashion Fund’s initiative to support those in the industry affected by the COVID-19 pandemic. To further support members of the wider fashion industry in America, Amazon Fashion is also making a donation of $500k to the initiative. “We’re honoured to partner with Vogue and the CFDA to provide immediate support and to extend our services to help these brands reach tens of millions of new customers,” said Christine Beauchamp, President of Amazon Fashion. “Fashion is a priority for our highly engaged customer base, and we are dedicated to serving as an innovative destination for both well-known and emerging brands to grow their businesses.”

Here are some of the coolest products on offer: