Are you really a fashion destination if people can shop can openers and Christmas lights alongside slinky dresses and slingback heels?
Amazon’s quest for fashion status is practically the stuff of legend. And its current Prime Day push seems to indicate that its ambition to be known for stylishly Instagrammable finds more so than staple basics is only heating up.
To fete its 2019 extravaganza, Amazon enlisted the help of “super influencer” Arielle Charnas (also known as Something Navy) to support its fashion efforts on the fifth annual Prime Day, running for 48 hours from 12:01 a.m ET on Monday. Asked to share her fashion picks, Charnas rounded up an athleisure-heavy collection of leggings, sports bras and sweatshirts with a few jumpsuits, dresses and cardigans thrown in for good measure. At least six Amazon brands feature in the 15-piece assortment.
Will the “It” coat seen ‘round the world continue its winning streak? Beloved by influencers and ladies who lunch alike, the Orolay women’s down coat—with a four-star rating out of nearly 7,000 reviews—can be had for 40 percent lower with coupon during Prime Day.
And then there’s Amazon’s attempt to grasp the last gasp of the retro trend, a fad whose time may have come, according to one Wall Street analyst. But Prime Day shoppers looking for a ‘90s throwback look can find a Heart Britney tee emblazoned with the “Toxic” chart-topper sitting on her knees in her signature pose (for just $24.99).
Or for $34.99, consumers crazy for the enduring logo fad can scoop up a black crewneck long-sleeve fleece loudly proclaiming Cash Money Records, the hip-hop label founded in 1992 that’s launched records by the likes of Drake and Nicki Minaj.
Levi Strauss is taking advantage of the Prime Day spotlight to launch a pair of products catering to denim shoppers. The iconic San Francisco-based brand tapped New York Giants wide receiver Sterling Shepard and model Chanel Iman to each create a denim look they love.
Both pairs feature a single destroyed knee and Shepard’s jean riffing on the 501 Original silhouette is available in the aptly named “gameday indigo” colorway while Iman’s 721 high-rise skinny comes in the grey-blue “midnight falls” hue. Each bears a pricetag of $98 and is available through the try-before-you-buy Amazon Wardrobe program.
“They are big fans of Levi’s and we had been looking for the right opportunity to work with them,” Brady Stewart, senior vice president of LSA Digital for Levi Strauss & Co., wrote of Iman and Shepard on the company’s blog. “We launched the collection ahead of Prime Day as a way to generate excitement for Levi’s on the site.”
And hawking Crocs for as low as $10.25, Amazon might be hoping to ride a wave of popularity that’s prompted the brand’s collaboration with Post Malone to sell out—twice. The Prime Day promotion could be a useful bellwether as to how much longer Gen Z wants to spend on ugly shoes even if they put comfort first. A selection of 15 styles for men, women and kids includes the classic perforated silhouette as well as sneakers, sandals, rain boots and clogs. Jibbitz sold separately.
The two-day sale exclusively for Amazon’s 100 million- plus Prime members includes celebrity-fronted brands like Cubcoats, the Hilary Duff brand of hoodies that transform into stuffed animals, and apparel and accessories from Nickelodeon star JoJo Siwa. Stuart Weitzman shoes also feature in the promotion and J.Crew clothing for men and women is marked down as much as 50 percent.