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Amazon wants to prove that fashion is a serious subject.
On Wednesday, the e-commerce giant unveiled its first collection from its new fashion initiative, The Drop, where it called on a series of fashion influencers to create exclusive collections for his site.
The first in the range is the fashion blogger and fashion designer Paola Alberdi. Her new collection features stylish and affordable clothing that costs between $ 22.90 for a low-rise white t-shirt and up to $ 54.90 for an oversize blazer.
Read more: These are the most popular items marketed by some of Amazon's best-selling influencers.
Alberdi models clothing in an Instagram-style installation where she is photographed walking around the city.
These new collections will "disappear" every few weeks and can be purchased for a period of 30 hours. All products are made to order and shipped within 10 days. You then have 30 days to make a return in order to get a full refund. A spokesman for Amazon did not immediately respond to Business Insider's request to comment on what would happen to these returns.
Amazon is undoubtedly inspired by the streetwear brand Supreme, known for the under-production of articles intended to create a demand. Supreme has become a master in the art of creating hype around new products.
Amazon is working hard to break into the clothing business. In recent years, the company has rolled out new private labels and launched Prime Wardrobe, a pre-purchase testing service.
On Wednesday, he unveiled a new technology that would allow shoppers to take a picture of a fashion item that they like, download it to the Amazon app and have Amazon match it to similar items in his own store.
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