Amazon Fashion taps Chiara Ferragni for new campaign

By

Cajsa Lykke Carlson

Published
Feb 11, 2016

Italian fashion blogger and designer Chiara Ferragni, who shot to fame with her blog The Blonde Salad, has been named Amazon Fashion's European brand ambassador for Spring/Summer 16.

Ferragni will also star in Amazon's European advertising and social media fashion campaign, which was shot in Amazon's studio in London's Hoxton. The studio, which measures 46,000 sqft., is in an old eyewear factory and opened in 2015. The campaign images of Ferragni were shot by Cass Bird and i-D magazine’s Fashion Editor, Julia Sarr-Jamois.

In the ads, Ferragni will wear her favourite pieces for SS16, which will be available to buy from Amazon’s five European websites from 8 March. They include co-ords, an embellished jumpsuit, and tailored mini dresses from brands including Gestuz, Selected Femme, Tommy Hilfiger and new-to-Amazon Fashion, Keepsake.

“Chiara is a smart business woman with a strong sense of personal style and is a great advocate for our ‘Don’t look like me, look like you’ campaign” said Juliet Warkentin, Director of Brand & Creative, Amazon Fashion Europe.

“I’m delighted to be working with Amazon Fashion” said Chiara. “Thanks to online retailers like Amazon, fashion is more accessible than ever, which is really exciting as fashion inspires a lot of people.  Nowadays you don't need to live in a fashion capital of the world, have lots of money, or to be able to shop during certain hours.  With online retail, it’s possible to browse and shop for fashion anytime of the day, from pretty much anywhere."

Amazon said fashion is one of its fastest growing categories, and it makes sense for the brand to team up with someone like Ferragni, a major fashion influencer. As previously reported in FashionMag, recent research found that 77% of marketing specialists say influencer marketing is "highly effective."