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.

Amazon trials one-hour Prime Now deliveries with LFW show