British designer Roland Mouret is joining American designer Oscar de la Renta as the second designer on board with Amazon’s recently launched Luxury Stores. Instead of the London Fashion Week catwalk, Mouret will showcase his next pre-fall fashion collection via a one-minute video called “No Show” featuring clothing but no models on Amazon’s new platform that’s available to US-based Amazon Prime users.
An interactive “View in 360” feature will allow shoppers to input their own measurements and skin tone in order to see how an item of clothing will look on them in order to overcome shopping challenges relating to size, fit, and draping. Luxury Stores will allow brands to create what Amazon is calling a “store within a store” experience.
Mouret highlighted that the new online shopping experience will be a platform for “the brand the way it is.” His virtual shop will sell a limited amount of product as well as exclusive pieces.
Luxury Stores is launching on Amazon’s mobile app. Eligible US Prime members will receive an invite to experience the new feature and you can register for an invite via the new website.
Oscar de la Renta, who was the first designer to join Amazon’s Luxury Stores, said to Vogue that most of its existing customers are n Amazon and thinks “a huge percentage of those are Prime members.”