Skip to main content

Amazon’s ‘Destination Denim’ Merges Fashion and Technology

Amazon is flexing its fashion chops with a new online-offline activation in Germany focused on connecting shoppers with the wide assortment of denim brands carried on its e-commerce platform.

Amazon’s four-day “Destination Denim” fashion festival brings technology, music and culture to the denim shopping experience. Visitors to the festival, taking place Oct.24-27 in the Kühlhaus Berlin, can participate in educational events in the form of workshops, panels and demonstrations. Musical artists including Rita Ora, Jorja Smith and Anne-Marie are slated to perform.

Festival attendees have the opportunity to shop denim collections from Levi’s, Wrangler, G-Star, Replay and 7 For All Mankind, as well as exclusive styles by Tommy Jeans and Amazon’s own private label, Find. Visitors also will be able to purchase Amazon Essentials by scanning a Smile Code, which directly moves the item into an online Amazon shopping basket.

“With the launch of Destination Denim, we want to create a new denim shopping experience that will enable all Amazon customers to find the perfect jeans,” John Boumphrey, vice president of Amazon Fashion, said. “Destination Denim is the ultimate ‘hub’ of denim knowledge that combines exciting technology, our wide selection of jeans and inspiring content online and offline.”

Festival-goers will have the chance to get hands-on with their denim. Attendees will be able to attend customization workshops to learn about studding and ripping and screen-printing denim for a truly personalized look. Panel discussions featuring fashion experts Veronika Heilbrunner, Farina Opoku and Leyla Piedayesh will educate festival visitors on hot topics in fashion.

And the festival will offer interactive activities such as a “digital catwalk,” featuring an LED display of models styled in different denim looks; a demonstration of how Amazon Alexa’s offers personal stylist capabilities; the “infinite rail” showcasing 78 different pairs of jeans; and capsule collections designed by leading fashion influencers.

Event admission is free, and access to concerts and workshops is offered on a first come, first serve basis. However, European customers can access an online hub featuring exclusive offers and products, playlists, tutorials and more if they are unable to attend the festival in person.