Press days are always an interesting moment in the fashion business. These are times when professionals and non-professionals a like trek around the city to press agencies to go over represented clients and brands in more details. For me, I am either inspired or informed. For the upcoming season, inform sat in the driver’s seat.
Amazon Fashion, ?yes?, you read it right. When I got the invitation, my expectations were not high. When I entered the apartment, I asked ?What is Amazon Fashion, Help me understand!? The mega e-commerce site has moved into selling high-end fashion. The bigger surprise was why would desired brands sell on a site known for cut rate prices for everything from books to dog collars to grey brands. The Bellevue, Washington tech giant enlisted social media influencers to appeal to Generation Z’s as an aspiring shopping destination for HUGO and Armani Exchange pieces. Well, Jeff Bezo did not earn $200 billion by making the wrong bets. But then again, who remembers Fire? The Amazon smartphone that came and went.
The second bit of information I was told, Danish corporation Bestseller is introducing a new menswear label aimed at affluent customers. Annarr means ?the next one? in the Norse language. A curious venture for Bestseller, whose subsidiaries include fast fashion staple Jack&;Jones, it means a gamble if clientele want a buying less but better quality. Four collections per year, carefully curated with looks influenced by Copenhagen casual style with a promise of layering abilities. Annarr arrives in stores in Spring 2024.
In the shock and surprise category, G-Star Raw has a 1,200 euro jacket. Normally, one does not associate a luxury price with a known streetwear brand, but as different segments of the fashion market converge in other categories such as trainers and t-shirts, the Dutch label has made a play in the luxury category.
