"Destination Denim.

Kick-off: This is how Amazon's first fashion festival started in Berlin

For three days Amazon invites consumers to the fashion event "Destination Denim" in the Berlin cold store.
For three days Amazon invites consumers to the fashion event "Destination Denim" in the Berlin cold store.

Amazon, now also analog. The American online giant has invited consumers to a fashion festival in Berlin. Exclusive cooperation partners and events with pop stars are designed to push the fashion division of the pure player, which according to recent studies has already reached a considerable volume.

Over three days, from October 25-27, Amazon Fashion is holding its first consumer event, following the example of Zalando and About You, who have already launched similar initiatives. The festival, dubbed "Destination Denim", is held at the Kühlhaus in Berlin-Kreuzberg. The focus will be on jeans.

On Thursday evening there was the kick-off with a concert of pop singer Liam Payne, who replaced the actually announced but prevented singer Rita Ora. Consumers were able to register online in advance for the free event, which was limited to participant places. During the weekend, there will be various opportunities for customers to interact with brands and products for further concerts.

Destination Denim: Erstes Amazon Fashion-Festival

Participating brands include Levi's, Tommy Jeans, Wrangler, G-Star, Replay and Seven for all Mankind. Together with Tommy Jeans, for example, they have their own collection, which is exclusively available at Amazon. Comprising five pieces, including denim jackets, trousers and a dress, the offer is aimed at women and men.

Amazon also stages its own brands Essentials and Find in the Berlin location. Products and looks will be shown on stands flanked, among other things, by large prints of customer reviews.

Amazon Fashion: „Destination Denim“-Opening

During the three days, the programme at the Kühlhaus Berlin includes workshops on the finishing of clothing such as silkscreen prints in cooperation with Print Club London, as well as discussions with young creative people.

Many activities combine digital with analog. For example, there are special changing rooms that are linked to Amazon's virtual assistant Alexa, in which visitors can be guided through the jeans range. Levi's has installed augmented reality posters throughout the building. With the Levi's Lookbook App, visitors can scan these and take part in a competition.

Exhibitors from outside the fashion world will also be present, including a Nespresso café and a stand from Samsung.

This text was originally published in German and machine-translated into English.