Amazon Fashion seems to be going through the roof of late and in the pursuit of attaining its great ambitions in the fashion world the largest Internet-based retailer has recently announced the Italian beauty standing behind Blonde Salad, Chiara Ferragni as the new European ambassador of the brand and hence also the face of its spring 2016 campaign.
It has been a year since Amazon Fashion spread the word about its target to strengthen the presence in the fashion industry up to becoming the best place to buy fashion online and it came as no shock to see the brand taking the plunge and opening a spacious 46,000-square-foot high-tech photo studio in Shoreditch, London with 22 photography bays equipped with cutting-edge facilities. The grand opening was followed by an inspirational promise by the brand to capture and add more than 500,000 images of the clothes to its sites annually. The first ever fashion campaign of the online giant fronted the English model and actress Suki Waterhouse riding high decked into lovely jackets, suede and floral-printed pieces.
Actually this newly-broken-out hectic foray of Amazon into the fashion world is to be interpreted as something pretty much logical granting that the retailer has added more than 100 fashion brands to its platform since 2014 among them being such big names as Tommy Hilfiger, Gucci watches, Emporio Armani, Hugo Boss, Lacoste and Calvin Klein. And equally logical is it to see Amazon Fashion in collaboration with Chiara Ferragni, the Italian blogger standing behind the gee-whiz Blonde Salad and the designer of Chiara Ferragni shoes, a high-profile personality in the fashion arena in terms of both kicking off the fashion-blogging concept across the world and being a constant inspiration for many a fashionista with her countless off-beat looks.
The Amazon Fashion spring 2016 campaign shot by Cass Bird and styled by Julia Sarr-Jamois in the brands’ multi-million photography studio is to bring to our view the stunning Chiara wearing six looks from Gestuz, Selected Femme, Boss Orange, Finders Keepers and Tommy Hilfiger. The looks include an embellished black jumpsuit and tailored mini dresses though for the time being we are enabled to take a peek only at the jumpsuit.
According to Amazon Fashion EU’s brand and creative director Juliet Warkentin they will focus on women’s wear for their strategy this year. “This season builds on our first campaign with Suki Waterhouse,” Warkentin told WWD. “We wanted to work with a strong woman who understands her own style and the power it gives her. Chiara is inspirational to women across Europe and she seemed the perfect fit for us”.
Being known as the crackerjack of working out multiple jazzy looks and sharing them online as pretty inspirational sources for many of us out there, Chiara Ferragni is surely to be a great proponent of online retail. “Nowadays you don’t need to live in a fashion capital of the world, have lots of money or be able to shop during certain hours,” Ferragni said. “With online retail, it’s possible to browse and shop for fashion anytime of the day, from pretty much anywhere.”
The campaign will run in Amazon’s advertising and social media campaigns across Europe in the U.K., France, Germany, Italy and Spain on March 9. What is left to us now is just stick around to be up on several things to occur – taking a closer look at the campaign’s basics, seeing the next influential fashion figure to be tapped by Amazon Fashion and why not also have high hopes to see Chiara’s iconic flirting eye winks on garment pieces, as well.
Photo courtesy of Amazon Fashion