Amazon adds new brands to its Common Threads storefront

Amazon Fashion is helping small fashion businesses affected by the
pandemic through a partnership with Vogue. The two parties have
created a storefront called Common Threads: Vogue x Amazon Fashion to
help brands reach customers through curated assortments.

Originally launched in May, Common Threads has now grown its roster
to feature more brands. The latest additions include Anna Sui,
Cushnie, Lemlem, and Thakoon.

Since launch, designers featured in the storefront have been able
to build momentum to their businesses, replenishing inventory and
adding more selections to the Common Threads storefront. This allows
small brands to keep their teams of patternmakers, tailors and
creatives intact, while simultaneously growing their
consumer-base.

“We’re thrilled to be able to share lemlem’s collections in the
Common Threads: Vogue x Amazon Fashion storefront starting today,”
Liya Kebede, founder and creative director of Lemlem, commented in a
press release. “Amazon Fashion, Vogue and CFDA’s support through this
digital storefront, and the Common Thread grant funding has been a
lifeline for our brand during the pandemic. Thanks to this initiative
we’re able to keep our team, our artisans and our valued local
suppliers at work while helping introduce our beautiful styles to new
customers.”

Image: Amazon Fashion