When you’re looking to inject your home with smart tech, you will head to Amazon for its Echo Dot, Ring or Blink inventions. For a library’s worth of books at your fingertips, its Kindles will be at the top of your radar.
And when you’re looking for bargain prices on household names like Dyson, Shark or even Jack Daniels whisky delivered to your door the next day, you will load up its webpage or app.
But when it comes to enhancing your wardrobe, Amazon may not be your first port of call.
The one-stop shop is not as well known for its fashion offering as it is across the pond. US content creators rave about their trend-led OOTD from the retailer, but it’s less considered here on British soil – until now.
We may have been sleeping on the extensive selection of big-name brands before but it’s time to change that. Amazon Fashion has hidden gems among its extensive pages that will elevate your smart to casual wardrobe.
This is particularly true of denim – a stalwart in any capsule wardrobe, Amazon has thousands of jeans in all sizes and from high-end to bargain buys. The same goes for the sportswear selection. Of course, you will find giants Nike and Adidas but for gorpcore staples, look to The North Face, Merrell and more.
Speaking of the latter, footwear is one of the expansive categories in the department, especially when it comes to trainers – Superga, Puma and Timberland included. What’s more, some of the most sought-after labels in the lingerie world have arrived on Amazon’s platform, namely Rihanna’s Savage x Fenty and big bust hero Triumph. And when it comes to watches and jewellery, Casio, Swarovski and Pandora are leading the way.
Find out more about our favourite fashion brands on Amazon below
GANT
Price: £3.57-£621.49
For reliable fashion staples, look to Gant. The American preppy brand has forged a name for itself among the most stylish men and women for its classic and effortlessly chic aesthetic. Hence why Taylor Swift, Ryan Gosling, Ashton Kutcher and Ben Affleck are fans of the label. The garments, whether the retro varsity jackets or perfectly tailored trousers are cool, elegant and simple - you can wear them easily with each other and for every occasion. This is smart casual done correctly.
Buy now, Amazon
Salomon
Price: £4-£478.69
Ubiquitous on the streets of East London, Salomon has ridden the gorpcore wave and become one of the most sought-after footwear brands on the market. The French Alps-born label has origins in skiwear in 1947 before venturing into hiking styles in the 1990s. It was these, among trail running shoes with their technical details that mean you will spot them as easily on tough terrain as during fashion week in all four capitals.
Buy now, Amazon
Levi's
Price: £3.30-£376
We have Levi’s to thank for transforming denim’s reputation as workwear to everyday staples. The brand created overalls made from tough denim back in 1873, recognising the need for manual labourers to have hard-wearing garments. It has since become one of the biggest jeans manufacturers in the world and is best known for its classic 501 silhouettes.
Buy now, Amazon
Calvin Klein
Price: £5.40-£385
When you think of Calvin Klein, it is likely that you either conjure up images of its logo-embellished underwear, its jeans or one of the many iconic campaigns that the brand has produced in its over 56 years in business. The label has aced the fine balance between minimalism and seduction with its celebrity-fronted promotional imagery and classic capsule clothing. It counts such legends as Brooke Shields, Mark Wahlberg, Kate Moss and more recently Jeremy Allen White as its ambassadors.
Buy now, Amazon
Crocs
Price: £11.99-£119.95
The story of Crocs is nothing short of remarkable. Back in 2010 on first launch, they were dubbed by Time Magazine as one of the “50 Worst Inventions” and yet, in the years since, the divisive ‘ugly’ shoe has garnered a legion of followers, inspired endless high fashion collaborations, from Balenciaga to Simone Rocha, and been worn by some of the most stylish celebrities from Rihanna to the Princess of Wales. Not bad for clunky, holey clogs.
Buy now, Amazon
Havaianas
Price: £5.20-£77.68
The Standard has dubbed Havaianas’ flip flops the ‘It Girl’ shoe of the summer. Hugely popular in the Noughties, the shoes that were everywhere from Copacabana beach to the streets of London are firmly back on the fashion agenda, bringing with their signature rubber sole and mood-boosting, eye-poppingly bright designs. More of a minimalist? No problem, there are endless pared-back shades for your shopping pleasure.
Buy now, Amazon
BOSS
Price: £4.89-£688.99
BOSS is one arm of the Hugo Boss label that has been producing sophisticated garments since 1924. It excels in its tailoring, from suits to ties to accessories with quality pieces in classic designs. The collection extends to both menswear and womenswear with jewellery too - in fact, its watches are some of the most popular on Amazon.
Buy now, Amazon
KARL LAGERFELD
Price: £6.22-£486.79
Karl Lagerfeld was one of the biggest and most well-known designers in fashion at the helm of Chanel and Fendi until his death in 2019. His eponymous line eschews the confines of couture and takes an edgier approach to its clothing and accessories, the latter of which are typically emblazoned with the signature look of its creator - white hair, black sunglasses and suit and tie. The clothing has a rock-chic aesthetic with ready-to-wear tailoring and graffiti prints.
Buy now, Amazon
Wrangler
Price: £7.25-£180.24
Wrangler is known first and foremost for its jeans. The American workwear label creates enduring, timeless silhouettes that go beyond the trend cycle in a rejection of the fast fashion landscape. Wrangler is at the forefront of the Western trend as it has been creating apparel in the style since its inception in 1947, but this has, of course, taken on a life of its own in recent seasons as the trend exploded onto catwalks and street style.
Buy now, Amazon
Lee
Price: £5-£85
Born out of Kansas, American denim label Lee has been producing universally adored jeans since 1889. The pieces are known and loved for their quality and timeless aesthetic. Buy a pair of Lee jeans now and you can be sure that you will wear them forever.
Buy now, Amazon
