Amazon is set to launch its first physical fashion festival in Berlin later this month exhibiting the wide range of denim products available on its platform.
Amazon Fashion’s “Destination Denim” festival will run from October 24 to 27 in Berlin’s Kühlhaus, offering shoppers both offline and online “a new denim shopping experience that enables all Amazon customers to find their perfect pair of jeans.”
The four-day festival will feature educational events, workshops, panels and demonstrations alongside live performances from Rita Ora, Jorja Smith and Anne-Marie.
Products from the likes of Levi’s, Wrangler, G-Star, Replay, 7 For All Mankind, alongside exclusive items from Tommy Jeans and Amazon’s own label Find will be available to buy both at the event and online.
A tech-focused digital catwalk will also take place at the event, featuring an ongoing 3D display of the garments being modelled, Alexa-enabled styling experience and a shoppable capsule collection curated by Stefanie Giesinger and Leonie Hanne.
Amazon’s online event page will also include interactive features such as playlists, tutorials and denim edits all curated by fashion influencers.
After an invite-only launch party which will include a performance from Rita Ora, the event will open to the public who can take part in all the workshops, panel talks and live performances for free without the need for a ticket.
“Destination Denim is the ultimate ‘hub’ of denim knowledge that combines exciting technology, our wide selection of jeans and inspiring content online and offline,” vice president of Amazon Fasion John Boumphrey said.