https://www.theguardian.com/technology/2018/oct/28/amazon-fashion-boutique-store-from-click-to-chic

The retailer has launched five clothing labels in a year and has ambitions to be a serious player in fashion

Bright red lacy dresses, cosy coats and ripped jeans fill a chic central London boutique decorated with neon signage and stripped wood floors. Shoppers bustle and admire the clothes – but they are not in a hip designer shop; they are in Amazon’s first pop-up fashion store in Europe.