Roland Mouret skips London fashion week to sell on Amazon Prime

UK-based designer to show latest collection on retailer’s new Luxury Stores platform

Roland Mouret, designer of the Galaxy dress and one of the best-known names in British fashion, is swapping the catwalk at London fashion week in favour of Amazon Prime.

Mouret joins the upscale American brand Oscar de la Renta as the second designer on board with Amazon’s newly launched Luxury Stores, which will offer Prime customers a “luxury shopping experience”. Mouret will reveal his new collection via a one-minute video on Amazon in lieu of a catwalk show. The move into high fashion represents a further Amazon inroad into owning cultural space, hot on the heels of investment in original streaming content and live sport.

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