Amazon has launched its first show at London Fashion Week, with an innovative “see now, buy now” format that allows customers to shop outfits fresh off the catwalk.
The internet giant is looking to revolutionise the face of LFW collections by teaming up with punk-inspired streetwear brand Nicopanda, the brainchild of Italian-Japanese fashion director Nicola Formichetti.
Amazon Fashion rolled out an exclusive seven-piece capsule collection from Nicopanda at its Amazon Fashion European Photography Studio during London Fashion Week over the weekend.
Eagle-eyed punters were able to shop the label’s new designs – spanning unisex bomber jackets, hoodies, leggings and scarves – within moments of them hitting the runway.
This means Prime subscribers across Europe could receive impulse buys from the Amazon-Nicopanda show within one day of seeing it, with the potential for Prime Now customers in London to do the same in a one-hour delivery slot.
A spokesperson for Nicopanda said the brand embraced the “see now buy now” technology drive as a means of giving customers across Europe the chance to shop hot-off-the-catwalk looks.
The new collection features an abundance of polka dots, with a playful, gender neutral vibe.
“True to Nicopanda’s DNA, the collection is unisex with an international street-culture aesthetic,” says Formichetti.
Other brands including Burberry and Tommy Hilfiger have also previously attempted to reinvent the format of London Fashion Week shows by debuting a shop-off-the-catwalk feature – meaning customers can click to buy various pieces immediately.
However, the ubiquitous nature of Amazon and its size means it may well accelerate the movement of direct shopping.
“If Amazon decides to make these fashion show purchases a regular feature, the company's sheer ubiquity and experience with online shopping could spur brands to sign up knowing that they could see a wave of early buyers,” says engadget.com. “Individual labels may have strong recognition, but they don't necessarily have Amazon's shipping know-how.”