For the past few days, there has been quite some buzz surrounding Amazon Fashion’s announcement that they will be hosting their first UK pop-up shopping experience at the end of the month. Opening its doors next Tuesday 23rd until Saturday 27th October 2018, the pop-up store, located in London’s Baker Street, will be offering customers not only the latest trends but also an array of activities throughout the week designed to excite and entertain.
A Pop-Up Store Like No Other?
The online giant’s latest venture will be taking place in a 3,000+ square foot contemporary store that features floor-to-ceiling windows and wooden floors. Offering different design concepts, it is worth noting that on Tuesday and Wednesday, the pop-up shop will be showing Autumn/Winter trend edit across both menswear and womenswear. On Tuesday evening, Pepe Jeans denim customisation will take place alongside a DJ performance from Charlotte de Carle, and the following evening it will be all about beauty which will include a trend panel discussion hosted by Vogue Beauty and Lifestyle Director, Jessica Diner.
Thursday will see the focus shift to fitness and wellbeing with a showcase of the best sports and athleisure-wear Amazon Fashion has to offer, complemented with yoga sessions from Ella Mills, founder of Deliciously Ella, individually tailored advice from one of Louise Parker’s team of expert dieticians and a juice bar and ‘live wall’. On Friday and Saturday, a selection of men’s and women’s denim, party and streetwear-inspired pieces will be showcased including a live acoustic set from Tom Grennan on Friday and a live acoustic set from NAO on Saturday night.
On their latest project Susan Saideman, Amazon Fashion Vice President for Europe said: “We are extremely excited to be opening our first ever UK pop-up store for fashion. We have curated a selection of top brands and key fashion items, which we think our customers will love, all of which can be purchased virtually through the Amazon app or physically in the store. With the ongoing schedule of activities taking place throughout the week, we hope our pop-up shop will be an exciting and inspiring way to shop for fashion.”
“We have curated a selection of top brands and key fashion items, which can be purchased virtually through the Amazon app or physically in the store.”
Amazon Fashion stylists will be on hand within the store throughout the week to talk customers through the collections, help with sizing or fit queries and offer their styling expertise. Brands available throughout the week include Calvin Klein, Tommy Hilfiger, Vans, Levi’s, Paul & Joe, Gestuz, LOVE Moschino, Aldo, Antik Batik and Filippa K, as well as Amazon Fashion’s Private Brands such as; find., Truth & Fable and Meraki. Customers can choose to either purchase in store, or virtually using Amazon’s ‘SmileCode’ scanning technology via the Amazon Mobile App. The brought product will then be sent to the customers’ home, work or Amazon locker collection address.
If your curiosity has been aroused and you would like to attend, the store will open from 10 am until late. Entry and tickets are free of charge. If you cannot attend every day/evening, but you don’t want to miss out on any of the looks, then you can use your Amazon Fire tablet, if you have one, to view the entire curated range for the week. For the impatient, the Amazon Fashion Pop-Up edit is available to shop now. Otherwise, we will see you at Amazon Fashion Hosts, 35 Baker Street, London. You will find us by the life-size ‘picture perfect’ neon Amazon ‘smile’ seat with neon signage.
Founding editor-in-chief of FashNerd.com, Muchaneta is currently one of the leading influencers writing about the merger of fashion with technology and wearable technology. She has also given talks at Premiere Vision, Munich Fabric Start and Pure London, to name a few. Besides working as a fashion innovation consultant for various fashion companies like LVMH Atelier, Muchaneta has also contributed to Vogue Business, is a senior contributor at The Interline and an associate lecturer at London College of Fashion, UAL.