Jonathan Cohen launches exclusive-but-inclusive capsule via Luxury Stores at Amazon
Amazon is continuing to ramp up its fashion offer, particularly at the higher end, and Friday sees the debut of a new capsule with Jonathan Cohen.
Called Originals, the big focus is on an extended size range, a feature that’s increasingly crucial for any retailer targeting a varied fashion audience and aiming to capture the attention of consumers who’ve felt neglected for many years.
In this case, the exclusive-to-Amazon collection will include sizes from XS to 5XL. It will also take in sustainable materials such as recycled jersey and ponte.
New York-based Cohen is known for his vibrant colourful and patterned dresses, and his fondness for florals, which are well represented in this collection.
The campaign supporting the launch features a diverse cast including Aaron Philip — the first black, transgender, and physically disabled model to ever be represented by a major modelling agency — as well as model La’Shaunae Steward.
Luxury Stores at Amazon is an increasingly important business area for the e-tail giant and its original launch in the US in September 2020 was followed up by a European debut in June this year with with a selection of international brands including Christopher Kane, Elie Saab and Dundas.
It has also extended it into beauty and added that to the European operation only last month.
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