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Former Diesel Creative Director Nicola Formichetti Launches ‘See Now Buy Now’ at London Fashion Week

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Former Diesel creative director Nicola Formichetti launched his first Nicopanda ‘See Now Buy Now’  line for Amazon Fashion during London Fashion Week on Saturday, according to a Reuters report.

Nicopanda, created by Formichetti in 2015, collaborated with Amazon for the groundbreaking initiative available exclusively for Amazon Prime members across Europe, offering a number of pieces seen on the catwalk. Those in London received a one-hour delivery option, and regular Prime timetables across Europe.

“Nicopanda’s designs immediately turn heads,” Susan Saideman, vice president for Amazon Fashion Europe said in a statement. “We’re excited to bring such an exciting brand to our customers for the first time.”

The items available for the one-hour delivery with added fees, were six streetwear pieces, including a hoodie, long sleeve T-shirt, bomber jacket, oversized scarf, leggings and a clutch bag.

The industry tides are turning, with more and more brands turning to ‘See Now Buy Now’ fashion week presentations. Even legacy brands like Tommy HilfigerRalph Lauren and Burberry are dabbling in the movement.

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