Amazon has launched a new upmarket fashion site in a bid to emulate the likes of Net-a-Porter.
The online giant today debuted Amazon.co.uk/premium which stocks brands including Vivienne Westwood, 7 For All Mankind and McQ by Alexander McQueen.
The launch coincides with Cyber Monday, what is expected to be the busiest online shopping day of the year.
Amazon is vying to grow its fashion category and has hired former Gap executive Cathy Beaudoin to lead its luxury charge.
Initially the luxury market will only stock womenswear, however Amazon is eyeing an eventual move into menswear.
Amazon UK managing director Christopher North told The Telegraph: “More and more customers are discovering the benefits of shopping for clothing online and we are rapidly expanding our fashion offering with a raft of aspirational brands and on-trend products.
“The new premium store is a prime example of that, giving customers a dedicated destination for top designer brands.”