London Fashion Week: Amazon x Nicopanda Runway to Retail Collection

Amazon Fashion took to the runway at London Fashion Week,  blazing new ground with its exclusive Nicopanda capsule collection presented at the brand’s first ever London Fashion Week show.  The show was held at the Amazon Fashion European Photography Studio and sponsored by (you guessed it ) Amazon Fashion.

Nicopanda embraces the “See Now Buy Now” movement, (as have brands like Burberry and Topshop.) This runway to retail approach has seen fashion brands shifting collection timings to offer customers the opportunity to buy collections just days after the big shows. But the Amazon Fashion show and subsequent collection offering is the first time Amazon has jumped into the “runway to retail” experience.   Amazon Fashion’s exclusive capsule collection is available to buy now straight from the runway  and delivered immediately to customers across Europe with Prime one-day delivery and Prime Now in London.

The street culture look of the Amazon x Nicopanda collection at London Fashion Week. (Photo by David M. Benett/Dave Benett/Getty Images for Amazon Fashion)

“True to Nicopanda’s DNA, the collection is unisex with an international street-culture aesthetic,” said designer Nicola Formichetti. “Each piece includes signature Nicopanda graphic motifs and a bold color palette.”  Ms. Formichetti is the former creative director  of Diesel.

Nicopanda’s exclusive collection reinterprets the Varsity sweater look (Photo by David M. Benett/Dave Benett/Getty Images for Amazon Fashion)

Celebrities like Rihanna and Lady Gaga are fans of Nicopanda and have been seen photographed wearing Nicopanda apparel.

One of the more traditional looks at the Nicopanda show–a Peter Pan collar (Photo by David M. Benett/Dave Benett/Getty Images for Amazon Fashion)

The six-piece Amazon x Nicopanda unisex collection is exclusive to Amazon Fashion Europe.  The exclusive collection  includes a hoodie (2 colors), oversized bomber jacket, long sleeved tee, scarf, clutch bag and leggings.  A special one hour delivery program is being piloted for Amazon prime customers in London.

 This is casual wear with a bit of flare and it will be interesting to see how customers in Europe respond to Amazon fashion’s first capsule collection.  The casual collection is  now available on sale at Amazon UK and in Amazon Fashion’s retail stores.  Pricing for the collection ranges from 50 GBPor 68 USD for leggings to 200 GBP or 272 USD for the bomber jacket.

Amazon Fashion X Nicopanda’s exclusive collection is shown during the Nicopanda London Fashion Week Catwalk Show  (Photo by David M. Benett/Dave Benett/Getty Images for Amazon Fashion)

At the time of this writing, there are no plans to bring the collection to the US market, but that could all change if the collection is well received in Europe.