Amazon Fashion hosts ‘first of its kind’ UK pop-up shopping experience

Amazon Fashion is set to open the doors to its first ever UK pop-up store later this month.

Located on London’s Baker Street, the unit will be open from next Tuesday (October 23) to Saturday (October 27), showcasing different men’s and women’s fashion items every other day.

All products can be purchased in-store, or virtually using Amazon’s ‘SmileCode’ scanning technology via the Amazon Mobile App. Amazon Fire tablets will also be available to enable customers to see the full range for the week.

Amazon Fashion Vice President for Europe Susan Saideman said: “We’re extremely excited to be opening our first ever UK pop-up store for fashion. We have curated a selection of top brands and key fashion items, which we think our customers will love. With a schedule of activities taking place throughout the week, we hope our pop-up shop will be an exciting and inspiring way to shop for fashion.”

Activities include a Pepe Jeans denim customisation on the first night with a DJ performance from Charlotte de Carle, followed by an evening of beauty with a trend panel discussion hosted by ‘Vogue’ beauty and lifestyle director Jessica Diner.

Thursday will see the focus shift to fitness and wellbeing with a showcase of sports and athleisurewear, along with yoga sessions from Ella Mills, the founder of Deliciously Ella. On Friday the store will host a live acoustic set from Tom Grennan followed by a set from NAO on Saturday.

Amazon Fashion stylists will be on hand throughout the week to talk customers through the collections, help with sizing or fit queries, and offer styling expertise. Brands available will include Calvin Klein, Tommy Hilfiger, Vans, Levi’s, Paul & Joe, Gestuz, LOVE Moschino, Aldo, Antik Batik and Filippa K, as well as Amazon Fashion’s private brands such as find., Truth & Fable and Meraki.

The 3,000sq ft store will feature floor-to-ceiling windows at street level and wooden flooring. Different design concepts will be on show during the week, such as a juice bar and ‘live wall’ on Thursday to complement the sports and athleisurewear offering, and a ‘backstage’ themed window offering makeovers and hair styling for customers surrounded by flight cases and gig props for Friday and Saturday’s acoustic performances.

The Amazon Fashion pop-up edit is available to shop now at

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