Amazon brings finale designers straight to the consumers

Amazon Fashion has collaborated with its grand finale designers at AIFW to bring ready-to-wear capsule lines from the finale straight to consumers. Amazon India’s newly launched fashion portal, the designer boutique, sold the clothing as it appeared on the runway of Amazon India Fashion Week in real time at the event’s finale on October 15.

Amazon India Fashion Week (AIFW) had a “see now, buy now” finale runway show. A group of Indian fashion designers were selected to present a collection of six ready to wear looks each for the runway show.

All collections were ready to wear as they were available to order in real time but a wide range of garments and styles will be shown by the different designers. For example, Ashish N Soni presented smart, formal wear, Rina Dhaka presented day wear, and Krishna Mehta presented occasion wear.

Business Head of Amazon Fashion, Arun Sirdeshmukh, says the AIFW event is a transformative time for the fashion industry. The ready-to-wear lines instantly available to order straight from the ramp and [this] is part of Amazon’s move to make designer wear affordable, available, and accessible with the launch of The Designer Boutique at Amazon