Amazon to open fashion pop-up store

Amazon Fashion will be launching its first ever UK pop-up store located on Baker Street London.

The pop-up will be open from Tuesday 23 until Saturday 27 October a showcase a different curation of men’s and women’s fashion items and brands every other day as well as activities throughout.

At the Amazon Fashion Hosts pop-up, each day will offer a different experience for customers. On Tuesday and Wednesday, an autumn/winter trend edit will be showcased in the store. A Pepe Jeans denim customisation will also take place on the first night with a DJ performance from Charlotte de Carle, followed by an evening of beauty with a trend panel discussion hosted by Vogue beauty and lifestyle director, Jessica Diner on night two.

Thursday will focus on fitness and wellbeing with a display of sports and athleisure-wear, with yoga sessions from Ella Mills, founder of Deliciously Ella and individually tailored advice from one of Louise Parker’s team of dieticians. On Friday and Saturday, a selection of men’s and women’s denim, party and streetwear inspired pieces will be showcased within the pop-up store, with a live acoustic set from Tom Grennan on Friday and a live acoustic set from NAO on Saturday night.

All products can be purchased in store, or virtually purchased using Amazon’s ‘SmileCode’ scanning technology via the Amazon Mobile App, to be sent to customers’ home, work or Amazon locker collection address. Amazon Fashion stylists will also be on hand during the week.

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 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.”