Roland Mouret skips London fashion week to sell on Amazon Prime
Roland Mouret, designer of the Galaxy dress and one of the best-known names in British fashion, is swapping the catwalk at London fashion week in favour of Amazon Prime.
Mouret joins the upscale American brand Oscar de la Renta as the second designer on board with Amazon’s newly launched Luxury Stores, which will offer Prime customers a “luxury shopping experience”. Mouret will reveal his new collection via a one-minute video on Amazon in lieu of a catwalk show. The move into high fashion represents a further Amazon inroad into owning cultural space, hot on the heels of investment in original streaming content and live sport.
“When something is described as luxury or not luxury, a lot of the time, that’s just snobbery,” said Mouret of the new partnership. Until now he, like most high-fashion designers, has emphasised the importance of a high-end environment for his creations. His flagship is a Grade I-listed mansion in London’s Mayfair, in which his jewel-coloured dresses are set off by Edwardian dark oak panelling. But now “all of my customers are on Amazon”, Mouret told the Guardian. “That is the reality. We are all Amazon customers now.”
But, Mouret says, “Amazon is not to blame. The fashion industry made its own mistakes. We created too much product, we paid too much attention to fashion week and not enough to the consumer. We created a monster.” Direct-to-consumer partnerships could offer a lifeline to independent brands that could otherwise fail, he added.
Mouret’s Amazon boutique will not be ...
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