Amazon Fashion Sashays Across U.S. and Europe
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Amazon is already the biggest online clothing retailer in the U.S., thanks to the huge volumes of affordable basics and private label items it ships. Not content with conquering the mass market, the internet giant now wants to dominate the more upmarket end of the fashion spectrum, and is rolling out an international ad campaign to boost its style credentials.
The exclusive world of runway fashion may not be a natural fit with Amazon’s high turnover, heavy discount culture, but the film, by four-year-old independent shop Joint London, cleverly weaves designer clothing and uncompromising style into a story that is unashamedly Amazon. It’s breaking this week in the U.S. and started airing last week in Europe.
Fashion models dressed in new season styles carry Amazon packages to urban, suburban and rural addresses, strutting to each delivery as if parading the length of a runway at New York Fashion Week.
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