British fashion giant Roland Mouret joins Amazon’s ‘Luxury Stores’ while shunning LFW

Roland Mouret has become the second luxury fashion brand to sign up to Amazon’s recently launched invite-only “Luxury Stores” platform.

The British fashion giant is understood to have swapped a catwalk event at this year’s London Fashion Week in favour of a one-minute reveal on Amazon’s platform, according to The Guardian.

Mouret will join Oscar de la Renta on Amazon’s new mobile Luxury Stores platform, which is only available to ‘eligible’ Prime members who have been personally invited by the ecommerce giant.

Speaking to The Guardian, Mouret admitted that “all of my customers are on Amazon”, adding that “we are all Amazon customers now.”

“Amazon is not to blame. The fashion industry made its own mistakes. We created too much product, we paid too much attention to fashion week and not enough to the consumer. We created a monster,” he added.

READ MORE: Amazon launches exclusive invite-only high-end fashion platform “Luxury Stores”

Currently the two fashion brands are the only ones available on the Luxury Stores platform, but Amazon said that more partnerships will be announced over the coming weeks.

Oscar de la Renta’s entire 2020 autumn/winter collection will be available to purchase, and can be viewed virtually in 360-degree detail.

It will also allow shoppers to view all products on models with a range of body types and skin tones.

Prime members can request access to the exclusive platform, but Amazon has not revealed how many customers it will admit or how long they will have to wait to be granted access.

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