Jonathan Cohen launches exclusive-but-inclusive capsule via Luxury Stores at Amazon

By

Sandra Halliday

Published
Oct 28, 2022

Amazon is continuing to ramp up its fashion offer, particularly at the higher end, and Friday sees the debut of a new capsule with Jonathan Cohen.

Called Originals, the big focus is on an extended size range, a feature that’s increasingly crucial for any retailer targeting a varied fashion audience and aiming to capture the attention of consumers who’ve felt neglected for many years.

In this case, the exclusive-to-Amazon collection will include sizes from XS to 5XL. It will also take in sustainable materials such as recycled jersey and ponte.

New York-based Cohen is known for his vibrant colourful and patterned dresses, and his fondness for florals, which are well represented in this collection.

The campaign supporting the launch features a diverse cast including Aaron Philip — the first black, transgender, and physically disabled model to ever be represented by a major modelling agency — as well as model La’Shaunae Steward.

Luxury Stores at Amazon is an increasingly important business area for the e-tail giant and its original launch in the US in September 2020 was followed up by a European debut in June this year with with a selection of international brands including Christopher Kane, Elie Saab and Dundas.

It has also extended it into beauty and added that to the European operation only last month.