Amazon: a capsule collection with Osman

By

Matthieu Guinebault

Published
Sep 18, 2014

The London designer Osman will produce a capsule collection for Amazon Fashion in November. Exclusive to Europe, it will include four pieces, all available for less than 200 euros.

This capsule will consist of a little black dress, a unisex tuxedo jacket, a unisex Christmas sweater and a statement necklace. It will be a “great opportunity to bring what I do to a wider audience,” according to Osman. 

The collaboration will allow Amazon to push its fashion section, which is still seeking legitimacy. "We strive to make Amazon the best place to buy fashion online," explained Sergie Bucher, vice president of fashion at Amazon Europe. “Bringing exciting and exclusive selection to our customers is key.” 

In its quest for fashion recognition, Amazon Fashion launched a store in spring specifically dedicated to dresses, offering some 20,000 models. 

It’s an enormous range that highlights the potential impact of a pure play on the fashion market that generated 74 billion in sales (+22%) last year.