Amazon Fashion and the British Fashion Council has announced the launch of the Amazon Fashion X London Fashion Week digital storefront. The new initiative will support and enable small and medium-sized British fashion designers to showcase their collections and tell their brand story to more customers, including Prime members, whilst also providing an opportunity to utilise Amazon’s speed and convenience of delivery.

The digital storefront will be available to Amazon customers across five of its European websites (UK, Germany, France, Italy and Spain), and in the UK customers can shop from the curation of some of the most exciting independent and local fashion designers for the first time here.

The Amazon Fashion X London Fashion Week digital storefront is part of a wider project entitled Amazon Fashion Connects, a collection of initiatives with key industry partners which provides Amazon resources and infrastructure to budding and established young designers throughout Europe.

“We admire the work that the British Fashion Council is doing to support designers during the current crisis and are thrilled to be able to extend our services to some of the most exciting UK designers, introducing them to new audiences and supporting with logistics. We are committed to helping the fashion industry during this difficult time through Amazon Fashion’s new London Fashion Week digital storefront, supporting both household names and independent brands,” said John Boumphrey, Vice President of Amazon Fashion Europe.