Photo: Getty Images/Simon Russell
Jeff Bezos wears Prada jeans.He just can’t sell them.
Stephanie Clifford at the NYT reports Amazon.com is pushing deeper into high-end apparel, but not all brands are on board.
This has been going on for a while now, but Amazon is getting really serious about it.
It’s hired stylists and shooting thousands of fashion photos a day. It’s added brands like Vivienne Westwood and Michael Kors. And it’s sending Bezos—famous for his “signature wardrobe” of light-blue shirts and blue jeans—to New York events that are far outside of his fashion comfort zone.
And far outside of Amazon’s own merchandise selection.
Can you picture Bezos flashing an Apple iPad at a launch event?
Of course not—he’d have an Amazon Kindle. But he’s committing a similar faux pas in his attempt to showcase Amazon.com’s growing collection of fashion.
Bezos is honorary chairman of the Costume Institute Benefit, an event Amazon.com is sponsoring and livestreaming Monday night to celebrate the launch of a Prada exhibit at the Metropolitan Museum of Art.
But as Clifford notes, you can’t buy Prada menswear on Amazon.com—like the jeans Bezos was wearing during his interview with the newspaper, or the tuxedo he was thinking about wearing to the benefit.
Last year, Amazon.com launched MyHabit, an entry into the flash-sales market pioneered by the likes of Rue La La and Gilt Groupe. You don’t hear much about it. It sells designers like Luciano Barbera, whose collection is also sold at Barneys but who’s hardly a household name.
Give Bezos this much credit: He always plays a long game. And if he’s ever hoping to carry Prada online, paying up to sponsor fashion exhibits, cozying up to Vogue editor Anna Wintour, and wearing the required uniform is a good start.