Vogue executives have partnered with Amazon and the Council of Fashion Designers of America (CFDA) to launch a digital storefront initiative.
Designed to boost small and medium-sized fashion businesses amid the Covid-19 pandemic, the e-commerce venture will be known as Common Threads: Vogue x Amazon Fashion.
The partnership, which went live earlier this week, was announced by U.S. Vogue editor-in-chief Anna Wintour.
“I 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,” she commented.
In addition to promoting the partnership, Amazon bosses have has committed to making a $500,000 (£410,000) donation to A Common Thread – the organisation recently started by Wintour and CFDA chairman Tom Ford to instigate broader fundraising for the fashion industry.
The Common Threads storefront will see Amazon’s state-of-the-art distribution services and digital marketplace connect designers with consumers, compensating for the foot traffic lost from brick and mortar stores during the lockdown.
It will also highlight small American brands to Amazon’s vast established customer base.
And Wintour acknowledged that although the undertaking would not resolve the crisis hitting the fashion business, it was one solution to a complex problem.
“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 70-year-old added.
Designers will be given a lot of brand control in the project and can set their own prices and select the items they want to merchandise. The first wave of brands to feature on the site will include Batsheva, Chloe Gosselin, Derek Lam 10 Crosby, Jonathan Cohen, Tabitha Simmons, Alejandra Alonso Rojas, and Victor Glemaud, with more to follow.
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