Amazon launches Common Threads fashion store with Vogue and CFDA

On May 13, 2020, Amazon introduced Common Threads: Vogue x Amazon Fashion, showcasing 20 independent designers, including Batsheva Hay and Derek Lam 10 Crosby. In collaboration with Vogue America and the Council of Fashion Designers of America, this initiative is designed to assist brands at risk of bankruptcy due to store closures caused by COVID-19. Jeff Bezos, the CEO of Amazon, aims to penetrate the high fashion sector, even though the industry has historically regarded the platform as lacking glamour. With 112 million members in the US, Amazon Prime constitutes nearly 40% of the country's e-commerce, reporting a net profit of $2.5 billion in Q1 2020. The landing page features content endorsed by Vogue. Additionally, the British Fashion Council has suggested a plan to nurture emerging British talent via Amazon.