The British Fashion Council is joining forces with Amazon Fashion during London Fashion Week to support British fashion designers impacted by the Covid-19 pandemic with a new designer digital storefront.

The digital boutique will support and enable small and medium-sized British fashion designers to showcase their collections and tell their brand story to Amazon customers. It will be for providing an opportunity to utilise Amazon’s speed and convenience of delivery.

The digital storefront will be available to Amazon customers across five of its European websites the UK, Germany, France, Italy, and Spain, including Prime members, reaching tens of millions of customers.

In the UK, customers can shop from a curation of independent and local fashion designers for the first time at It includes spring/summer collections and archival product across ready-to-wear, party wear, loungewear, lingerie, and footwear.

Menswear and womenswear designers taking part include Preen, Les Girls Les Boys, British footwear designer Grenson, De La Vali, shoe brand Kat Maconie, Teija, 1×1 Studio, Ponder.ER, and Olubiyi Thomas.

London Fashion Week teams up with Amazon Fashion

Also available to purchase from the Amazon Fashion x London Fashion Week storefront will be the Great British Designer Face Coverings, a collection of reusable, non-medical face masks created by Bags of Ethics in partnership with the British Fashion Council, and designed in London.

Amazon Fashion, alongside other partner fashion designers and retailers, donated to the fund in early April when the initiative was launched. As an extension to this support, Amazon Fashion has also offered its European photography studio in Hoxton free of charge to designer members of the British Fashion Council looking for studio space during this time.