Amazon has launched a fourth fashion label: a range of ”essentialwear” called Meraki.
The women’s and men’s wear range, which launched Europewide this week, includes a blazers from £62, a merino wool jumper at £27 and chinos from £23.
Amazon said the collection was designed to ”strike a balance between simplicity, function and style”.
Amazon Fashion Europe’s private brands vice-president, Frances Russell said: “Meraki was created to offer everyone who comes to Amazon his or her favourite wardrobe essential – that go-to piece you rely on time and time again. We aim to deliver the best for our customers whether it’s a modern blazer, a simple cotton shirt, T-shirt or chino.”
The Greek word “meraki” translates as “doing something with soul, creativity or love”.
Amazon now caters for a wide range of fashion categories: street style with Find, occasionwear with Truth & Fable, and lingerie and swimwear with Iris & Lilly.