Roland Mouret debut on Amazon's luxury platform

By

Sandra Halliday

Published
Sep 18, 2020

As Amazon launches into luxury fashion and the debate rages about whether that’s a good thing or not, one major London name is backing the move.

Roland Mouret is the second big name to be announced after US-based Oscar de la Renta was unveiled as the first brand to sign up.

As of Thursday he's selling his pre-fall 20 collection with some exclusives on the new Luxury Stores platform that’s available to US-based Amazon Prime customers and celebrated the launch with an Amazon CGI video collab called the No Show.

“When something is described as luxury or not luxury, a lot of the time, that’s just snobbery,” Mouret told the Guardian. The designer, whose flagship store is located in exclusive Mayfair, told the newspaper that “all of my customers are on Amazon. That is the reality. We are all Amazon customers now.”

He also said that criticism of Amazon is unfair and that the fashion industry is as much to blame for its problems.“Amazon is not to blame. The fashion industry made its own mistakes,” he said. “We created too much product, we paid too much attention to Fashion Week and not enough to the consumer. We created a monster.” 

He feels that D2C link-ups such as this new deal could save indie brands that will have a tough time otherwise.

Mouret also stressed that the new e-boutique won’t be about discount prices but will be a platform for “the brand the way it is”. That means dresses retailing at prices in the high hundreds with the luxury element added via tech features such 360-degree viewing and personalisation (shoppers can input their own measurements and skin tone) in order to visualise how dresses will suit/fit them.

Mouret has previously embraced new tech, having been the first to sign up for Net-A-Porter along with Manolo Blahnik two decades ago.