This follows a successful launch for the company in the U.S. in 2020 with Oscar de la Renta as the first designer to sign up.

Collections are sold directly from participating brands and designers, which the company says means brands can make independent decisions on inventory and pricing.

Amazon will offer ready-to-wear collections from brands including Christopher Kane, Dundas, Elie Saab, Mira Mikati, Rianna+Nina, Boglioli, Jonathan Cohen and Altuzarra, with more planned to join.

Ruth Diaz, Vice President of Amazon Fashion Europe, said: “Fashion is an area where we continue to innovate and add selection, and we’re always looking for opportunities to offer our diverse, fashion-engaged customers more of their favourite brands and styles.

“This is just the beginning, and we look forward to continuing to support brands with innovative tools and resources so they can share their latest collections and unique stories with our customers across Europe season after season.”

Source: Fashion United