Amazon launches ‘A Common Thread’ designer fashion store with Vogue to support independent brands

Amazon is launching a new designer fashion hub in partnership with the Council of Fashion Designers of America (CFDA) and Vogue magazine to help struggling independent designers.

Dubbed “A Common Thread”, the online store will sell items from 20 independent fashion designers including Tabitha Simmons, Derek Lam and Philip Lim, according to Business of Fashion. 

Some of these designers were already featured on Amazon’ s fashion subsidiary Shopbop, but some designers like Alenjandra Alonso Rojas and Batsheva will also be featured.

A Common Thread was originally a fund set up by Vogue and the CFDA to help designers who have seen their revenues hit dramatically by the COVID-19 pandemic, to which Amazon has also donated $500,000.

READ MORE: Amazon Fashion to launch first ever physical festival “Destination Denim”

While Amazon continues to rake in revenue from people purchasing at home during lockdown, the new shop is designed to entice its audience back to buying fashion after analysts suggested spending in the sector had plummeted.

The fund, launched on March 24, has now raised $4.3 million which its chief executive and CDFA president Steven Kolb will begin to be distributed to designers by the end of May.

Brands selling on the platform are able to set their own prices, paying Amazon a referral fee and extra if they want Amazon to handle fulfilment and shipping.

“This is such a big opportunity for a type of exposure that a small New York City, made in the USA kind of brand doesn’t really have,” designer Batsheva Hay said.

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