DESTINATION DENIM - CRASH Magazine
FASHION

DESTINATION DENIM

By Géraldine Postel

During four days Amazon Fashion took over “The Kühlhaus Berlin” to present the first experiential offline and online event entitled Destination Denim. Three live concerts, five debates and seven ateliers to provide their clients the best choice for their jeans.
They installed an impressive interactive event to present collaborations with Denim brands along with their own line Amazon Fashion and the main players were Wrangler, Tommy Jeans, Replay, 7 for All Mankind. Samsung, Find and Amazon Essentials all proposed different ateliers, «Digital Catwalk», «Infinite Rail» and «Discover Your Perfect Pair» – a brand new styling experience with Alexa vocal assistance, which became a personal stylist for the experience, thus providing an intelligent consulting to present the vast collection of jeans available on Amazon Fashion.
The event gathered thousands of guests, including fashion stylists, and influencers. It was pumped up with concerts, with Liam Payne as an opening act, followed with a party attended by Caro Daur, Stefanie Giesinger, Leonie Hanne, Ann-Kathrin Goetze et Lorena Rae, to celebrate this new experience on European websites of Amazon. In the midst of this energetic and innovative event we’ve had the chance to meet Siobhan Mallen, Content Director of Amazon Fashion Europe.

Why choose Berlin among all European cities for Amazon Fashion?

Siobhan Mallen: Berlin is a really exciting city, very creative, we did London last year, let’s see what the future holds, Paris is much more clean and simple, London is much more diverse and Berlin is an energetic city…

What is the Drop? Can you explain quickly what is the development strategy at Amazon Fashion? 

The Drop is an ongoing project, which offers different designs created by influencers making their own capsule. We only create what’s being ordered. It’s on sale for thirty hours and when the fabric is out, we’re done. Customers really like it… All the products are made on demand. 

You come from print magazines … Do you think print is still relevant and important today?

I think there’s a place for both still. I love working on magazines and digital as well.

Do you think you can be more creative on digital platforms?

We chose to have interactive projects for the event. We are really excited about innovation and fashion. We try to propose what the customer wants. Now we communicate on denim. 

How would you compare Amazon fashion to different platforms?

We want to make sure to inform our customers in a creative way and especially to provide what they need and what they want on time.

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