airport_transferbarbathtubbusiness_facilitieschild_activitieschildcareconnecting_roomcribsfree_wifigymhot_tubinternetkitchennon_smokingpetpoolresturantski_in_outski_shuttleski_storagesmoking_areaspastar
Sign In
find. is a new brand by Amazon Fashion | © amazon.co.uk/find
find. is a new brand by Amazon Fashion | © amazon.co.uk/find
Save to wishlist

Amazon Launches 'find.', But Will Londoners Wear It?

Picture of India Doyle
Updated: 5 September 2017

As the first advertising campaign for find. is launched in the UK, Culture Trip explores Amazon fashion’s latest venture.

Amazon’s new fashion brand, find., is the latest of the giant’s projects to conquer the fashion sphere. This isn’t the first Amazon fashion initiative, the website acquired Shopbop in 2006. But in an industry where branding is everything, Amazon has always suffered from it’s lack of emphasis on a chic aesthetic, allowing pixelated screenshots of products and ugly electrical goods to undermine and overshadow their clothing offer.

But the Amazon team are nothing if not determined, and their latest fashion endeavour has seen the site release a 500-piece collection to mark the launch of their new brand, find. Led by a creative team that includes Frances Russell, the former head of womenswear at Marks & Spencer, the new label offers a mix of functional workwear, going out staples as well as some more ‘fashion’ pieces – the glittery sock boots, ruffled shirts and cropped denim jeans feature heavily in the edit.

find., a new brand by Amazon Fashion, has launched its first ever womenswear advertising campaign in the UK, Germany, Italy, France, and Spain | © amazon.co.uk/find

Their campaign also hints of a new aesthetic strategy to remedy it’s uncool reputation, with bold visuals that highlight key pieces – pink boots, maxi dresses and relaxed trenches. Amazon is already the second biggest selling clothing retailer in the US, with a report from Business Insider stating that it was poised to overtake Macy’s this year.

But is find. the brand you should expect to all over London during the next year?

While this label is not exactly groundbreaking, there are definitely some wearable pieces in the collection, and the slightly higher price points suggest better quality than their other offerings (although, as a provider of cheap Christmas jumpers, we’re never not grateful low prices). As masters of the online delivery they’ll have the competitive edge in terms of distribution and returns, and with an in-depth knowledge of their audience, data-driven design will surely be used to to give customers exactly what they want as time goes on.

find., a new brand by Amazon Fashion, has launched its first ever womenswear advertising campaign in the UK, Germany, Italy, France, and Spain | © amazon.co.uk/find

Pieces are certainly suited to a city like London, with easy-to-layer shirts and hoodies making for the perfect tube-to-street combination. Meanwhile, chunky ankle boots provide an easy way of power walking from Old Street to Soho, and floral maxi-dresses are perfect for wafting along Westbourne Grove on a crisp autumnal Sunday.

find., a new brand by Amazon Fashion, has launched its first ever womenswear advertising campaign in the UK, Germany, Italy, France, and Spain | © amazon.co.uk/find

‘Our mission’ states Amazon, is ‘to bring you the key pieces every season that give your wardrobe a lift, as well as hardworking modern basics. Find, and style it your way.’ The mantra appeals to London’s individual sense of style, and puts the element of discovery at the centre of their ethos – there’s nothing a Londoner loves more than rummaging in secret spots for a fashionable treasure. All the apparatus, then, are there, but whether it will take off is something we’ll have to find out.