Amazon unveils its unexpectedly on-trend fashion label

The online retailer's in-house label is entitled Find, and is incredibly fashion forward

Amazon's fashion brand Find is full of stylish, runway-inpsired designs.
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If you're a seasoned online shopper of clothes, you're likely familiar with e-tailers like Asos, Netaporter and Shopbop, which offer high-street and designer clothing. The prospect of splurging on fashion at, on the other hand, may not sound quite as appealing. But, while you may be skeptical at first, you'll certainly change your mind once you see all the stylish offerings by Find, Amazon's own fashion label, which launched online on September 4.

While Amazon has long supplied online fashion from third-party brands, Find is designed and produced in-house, and has launched with 500 styles for women and 200 for men.

From Celine-inspired shoes to Vetements-influenced attire, the range will appeal to fashion-savvy consumers on the lookout for pieces inspired by runway trends, at affordable prices. But that's not to say that designs from the new Amazon fashion label come super cheap.  A plain belted trench coat will cost you Dh287, and a pair of ultra-flared jeans is priced at Dh162.

While Find presents consumers with fashion basics and staples, like distressed jeans, over-sized sweatshirts, pinstriped blouses and jersey dresses, there are a couple of standout pieces that are reflective of upcoming autumn/winter 2017 trends. Stirrup leggings, French slogan T-shirts, plaid blazers, deconstructed blouses and colouful ankle boots, for instance, are sure to be fast sellers.

Active wear is also included, as well as an entire line of menswear. Though the e-tailer may be criticised for producing styles clearly inspired by high-end designers, they're only following in the steps of high-street brands like Zara, Mango and H&M.

And with speedy delivery, free returns and an overall reputable name backing the brand, Find by Amazon may just become a preferable alternative for millennials. We just hope that they'll keep updating the range with weekly drops of new-in styles, because while a T-shirt splashed with text reading "Magnifique" may be a must-have right now, fashion is fleeting, and next week, we'll want something new.

As an "introductory treat," Amazon is offering customers a 20 per cent discount when they spend Dh190 or more, with the code FIND20. While items from the brand do not yet ship directly to the UAE, customers can make purchases using their UK Aramex Shop & Ship accounts. 


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