Amazon makes fashion waves in the U.K.

Amazon is continuing to make quiet, yet significant, waves in the fashion space. Following a low-key limited rollout in May, the online giant has launched its latest private brand in the United Kingdom called Find.

The autumn and winter Find womenswear collection includes a red floral wrap dress, two-tone wide leg cropped jeans, hot pink sock boots, a plaid trench coat, a slogan tee and a range of denim styles. The collection also includes biker jackets, vinyl macs, metallic and velvet separates, floral print dresses and kitten heel boots. To promote the eight statement looks in the autumn and winter collection, Amazon has also launched its first womenswear advertising campaign in the United Kingdom, Germany, Italy, France and Spain. The looks will be featured across billboard and digital advertising and onsite at Amazon.co.uk/find.

Amazon find.

“We are passionate about fashion and design for people who feel the same. Our new campaign brings the playful and effortless ethos of Find to life, allowing our customers to explore and express their sense of self through their fashion choices,” said Glen George, director for Find.

The Find collection is available to all Amazon U.K. shoppers, not just Amazon Prime members. Although the focus is currently on the womenswear line, there is a limited selection of items for men.

Meanwhile, back in the United States, Amazon is reportedly “winding down its Paris Sunday dress and top line after just a few seasons,” according to WWD. “Paris Sunday, which could always pop up again in some other form, might show that the web giant is starting to refine its private label approach and better understand what its customers want from Amazon-made fashions.”

Amazon find.

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