Amazon launches new Luxury Stores shopping experience with Oscar de la Renta

Amazon (AMZN) is entering the world of high fashion. The company announced on Tuesday that it is launching new Luxury Stores on its site that will give users access to shopping experiences from big-name and up-and-coming fashion houses. The service will only be available to U.S.

The service will allow the brands to build out their own storefronts on the e-commerce giant’s main site, giving customers the ability to shop for everything from handbags and perfume to jewelry and kids clothes.

Available in the Amazon app by invitation only, Luxury Stores combines the convenience customers have come to know and love from Amazon with innovative technology like “View in 360.” This interactive feature will begin rolling out with select garments at launch, allowing customers to explore styles in 360-degree detail to better visualize fit, and making shopping for luxury easier and more engaging. With collections sold directly from the participating brands as a ‘store within a store’ experience, brands independently make decisions regarding their inventory, selection, and pricing – and Amazon offers the merchandising tools for brands to create and personalize content in each of their unique brand voices. By seamlessly tying content and commerce together, both fashion and beauty brands can engage and entertain customers through immersive storytelling, including enhanced, auto-play imagery and in-motion graphics.

“We are always listening to and learning from our customers, and we are inspired by feedback from Prime members who want the ability to shop their favorite luxury brands in Amazon’s store,” said Christine Beauchamp, President of Amazon Fashion. “We are excited to offer luxury brands the services and technology to build an inspiring, elevated customer experience. It’s still Day One, and we look forward to growing Luxury Stores, innovating on behalf of our customers, and opening a new door for designers all over the world to access existing and new luxury customers.”