Amazon must lose its utilitarian image if it wants to become a credible fashion player

On-demand grocer, AI pioneer and Oscar winner, Amazon has now added own-brand fashion house to its growing list of achievements.
The next stage of its world domination, the ecommerce giant quietly unveiled two brands for the UK and Europe – lingerie specialist Iris & Lily and newly-launched men’s and womenswear concept, Find. Both will be sold alongside more than 350 branded collections from the likes of Warehouse, Levi’s and Ted Baker.
Flying large