We've just discovered Amazon's secret fashion brand and you'll want to buy everything

The influencers are obsessed...

30 Nov 2018

Amazon - our most-trusted online retailer - last year launched its first fashion collection and, we'll be honest, we were all a little sceptical. Would this digital retailer, who made a name for itself selling gadgets, electricals and books, really become our go-to fashion site?

The label, called find., features over 1,000 pieces in the womenswear collection and 416 pieces in the menswear line, is inspired by the latest key catwalk and street style trends and turns out, influencers are catching on.

The red Western Ankle Boots (£87) have repeatedly sold out, having been spotted on fashion blogger Jessie Bush @.

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Other pieces, such as the Longline Teddy Coat and Check Suit Jacket, have been worn by French blogger and London influencer as part of the brand's new AW18 campaign.

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In a recent interview with The Telegraph, Frances Russell, VP of Private Brands at Amazon Fashion, who joined in 2016 from Marks & Spencer said, 'I don’t think we’re trying to move away from Amazon, we are Amazon, and we embrace that ability to be able to buy your deodorant with your dress - but obviously we want to make the product look as aspirational and inviting as possible.'

Will you be following the influencers and buying your clothes from ?