Amazon Amazon "dropped" its first collection on Wednesday.
- Amazon unveiled its first collection from The Drop on Wednesday.
- The new collection, which costs between $22.90 for a cropped white T-shirt and up to $54.90 for an oversized blazer, was designed by fashion influencer and blogger Paola Alberdi.
- Amazon wants to grow its apparel business. In recent years it has rolled out private-label brands and launched Prime Wardrobe, a try-before-you-buy clothing service.
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Amazon wants to prove that it's serious about fashion.
On Wednesday, the e-commerce giant unveiled its first collection from its new fashion initiative, The Drop, where it enlisted a series of fashion influencers to create exclusive collections for its site.
First in the lineup is fashion blogger and stylist Paola Alberdi. Her new collection features affordable and stylish apparel that costs between $22.90 for a cropped white t-shirt and up to $54.90 for an oversized blazer.
Read more: These are the most popular items being marketed by some of Amazon's top-selling influencers
Alberdi models the clothes in an Instagram-style setup where she's photographed walking around town.
These new collections will "drop" every few weeks and will be available to purchase for a 30-hour window; all products are made on demand and shipped out within 10 days. You then have 30 days to make a return for a full refund. An Amazon spokesperson did not immediately respond to Business Insider's request for comment on what then happens with these returns.
Amazon is undoubtedly taking inspiration from streetwear brand Supreme, which is known for under-producing items to create demand. Supreme has become a master in the art of building up hype around new products.
Amazon has been working hard to break into the apparel space. In recent years it has rolled out new private-label brands and launched Prime Wardrobe, a try-before-you-buy service.
On Wednesday, it unveiled a new technology that would enable shoppers to take a photograph of a fashion item that they like, upload it to the Amazon app, and have Amazon match these to similar items on its own store.
