Elie Saab joins Amazon’s Luxury Stores
The Lebanese couturier began e-tailing his Autumn/Winter 2020 collection this week on Amazon’s high fashion e-boutique.
Amazon only debuted its Luxury Stores in September, kicking off with an exclusive offer from Oscar de la Renta. A launch they celebrated with a stomping video starring Cara Delevingne, as the supermodel vamped around in floral appliqués, crystal embellishments and snippets of the brand’s society-hostess style.
“Joining forces with Amazon is a step forward in Elie Saab’s business strategy to strengthen its existence in the U.S. market through a new widespread e-commerce presence, while also reaching a new generation of luxury shoppers. Amazon has been a key partner in reinforcing our digital strategy to meet our customers’ expectations when shopping for luxury,” enthused the couture house’s CEO Elie Saab Junior.
The current collection will be available in the Amazon app and eligible U.S. Prime members by invitation only.
The debut selection is very much targeted at the holiday season and end of the year celebrations, with Saab showing black velvet décolleté dresses finished with crystal or dramatic merry widow anthracite lace cocktails, all for racier late night hours.
Saab trumpeted his new project to his 7.8 million followers on his Instagram account with a snappy video of looks and highlights. This complete collection was first shown back in February 2020 in Paris, the last complete runway season anywhere before the Covid crisis brought the global lockdown.
Amazon Luxury stores has so far attracted relatively few designers, as top-shelf couture houses continue to take a cautious approach to luxury online sales. However, Saab clearly is betting that by tying content and commerce together, fashion and beauty brands can engage new customers through immersive storytelling, including enhanced autoplay imagery and in-motion graphics.
Saab further added that this new collaborative partnership is “just the beginning of a new exciting chapter with Luxury Stores at Amazon,” as the couturier is also planning to expand his product range and participate in special collaborations and digital activations next year.
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