Amazon continues its strides toward fashion victory with the announcement that its Luxury Stores are adding even more emerging and established brands to the roster this week. The campaign accompanying the news is attention-worthy, too, starring Paloma Elsesser, Georgia May Jagger, and Luka Sabbat, and with Tyler Mitchell shooting and directing. The first-name-only talent trio is rounded out by new faces Dylan Christensen and Tiffany Guo, as well as Black Sand Surf, a California-based surf and arts collective that focuses on promoting messages of social justice. The resulting images are on-par with the glossiest of fashion editorials.
The photos are gorgeous, firstly, and bring further fashion cachet to the e-commerce giant. The launch of Luxury Stores in September 2020 rocketed them into the upper spaces of the style sphere, with a rotating edit of labels like Oscar de la Renta, Altuzarra, and Rodarte (discover everything by searching “Luxury Stores” in the search bar or looking for it in the Programs and Features option on the menu on-site and in-app). Showstopping campaign aside, it’s still really all about the shopping. The styling in the images showcases pieces from the brands just added: Chufy, Studio 189, Mira Mikati, Boglioli, Linda Farrow, Maison Rabih Kayrouz, Rianna + Nina, Studio Sensi, and Jennifer Meyer.
To be clear though, there’s a bigger game at play. Viewed through a micro lens, it’s the latest bid to bring serious shoppers to Amazon. But through a macro one? Both the influx of brands and their accompanying announcement (the campaign theme is “Smile! It’s summer!”) are meant to shake any cobwebs that still cling to the idea of luxury. A lion’s share of them were knocked off back in 2020 when Amazon convinced high-end and emerging brands that they could indeed have a presence on their platform. (It’s impossible for luxury to not feel modern when it’s accessible via the click of a button on your phone.)
Still, fashion is an industry that can change at a glacial pace, so Mitchell’s work is meant to push forward even further. From the bright styling to the plain-and-simple-happiness concept, it’s a reminder that luxe fashion isn’t just about a brand name or price tag, but an attitude and a masterful edit. Luxury is about the intangible, the “know it when you feel it”—and with Amazon’s distribution prowess, it’s easier than ever to discover, buy, and be wearing it within days.
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