Amazon is in the process of trialling a one-hour home delivery service of on-trend clothing as part of London Fashion Week.
The online retail giant aims to take the “see now, buy now” model of making clothes seen in catwalk shows quickly available to consumers to a new level, and has partnered with Nicola Formichetti to get lines from his Nicopanda range to customers‘ doorsteps within 60 minutes.
The one-hour delivery service of the “see-now-buy-now” collection, which features a selection of clothes seen at the label’s London Fashion Week, also marks Amazon’s latest attempt to disrupt the UK’s fashion retail sector.
The one-hour delivery option is only available to Amazon Prime members in London via Prime Now.
Customers across Europe can also order products for next-day delivery through Amazon Prime.
The news comes less than a month after Amazon launched its Find own-label clothing brand in the UK.