Furthering its quest to become a bona fide fashion destination, Amazon is adding to its roster of influential designers.
The e-tailer is continuing to build out its Common Threads: Vogue x Amazon Fashion platform, which launched in May with the support of the Council of Fashion Designers of America (CFDA) as a means of bolstering the industry through the challenges of the COVID-19 crisis. Designed to help small and medium-sized fashion businesses reach Amazon’s massive global network of shoppers, the initiative debuted with 20 brands, including Adam Lippes, Tabitha Simmons, 3.1 Philip Lim and Derek Lam 10 Crosby.
Now, new designers have been added to Common Threads, including high-fashion stalwarts Thakoon and Anna Sui, among others. In a statement, Amazon Fashion said the expanding selection would help designers affected by the pandemic, giving their current assortments broader reach so they could continue to develop future collections and keep their teams of pattern makers, tailors and creatives employed.
“Since we pivoted to DTC two years ago, I’ve been able to listen to and interact with customers directly, and therefore able to really hone my designs,” creative director Thakoon Panichgul said of his eponymous line. “It’s this direct link to the customer that has made my work more meaningful,” he added, explaining that while he had enjoyed designing for runway shows and fashion icons like former First Lady Michelle Obama, the next phase of his career would be focused on “everyday pieces with great quality and even more accessible price points.”
“I thrive on finding that perfect balance,” he said.
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Designer Anna Sui’s whimsical creations have been a fixture of New York street style since the early ‘80s, and the designer said she was eager to reach a “wider audience” with her Common Threads storefront.
“My Spring 2020 collection, Victorianna, was inspired by vintage Victorian style and my favorite childhood movie, Pollyanna,” she said, citing the character’s eternal optimism as a driver. “I mixed everything with pajama and nightgown styling, which was perfect for our stay at home lifestyles from these last few months,” she added.
Carly Cushnie, CEO and creative director of Cushnie, said her spring line, debuting on Common Threads this week, is “rooted in clean lines and feminine silhouettes” and “designed for the modern woman.” Cushnie said she is looking forward to introducing her work to a new market through Common Threads after dressing stars like Jennifer Lopez and Beyonce.
“Amazon Fashion, Vogue and CFDA’s support through this digital storefront, and the Common Thread grant funding has been a lifeline for our brand during the pandemic,” Liya Kebede, founder and creative director of Lemlem, said in a statement. “Thanks to this initiative we’re able to keep our team, our artisans and our valued local suppliers at work while helping introduce our beautiful styles to new customers.”