50 stylish hidden gems on Amazon Fashion, gift this festive season

Need further proof? Back in 2017, Amazon Fashion partnered with Nicola Formichetti and his Nicopanda show to not only stage the LFW extravaganza at its impressive London HQ, but to facilitate a see-now, buy-now capsule collection that became available immediately after.

They later launched an own-brand fashion label entitled Find in a successful attempt to flex their fashion retail muscle once again. Far more trend-led than you might expect, the collection speaks to a Gen-Z audience who are after easy-to-wear and versatile staples that won’t go out of fashion with the changing of the seasons.

Case in point: this timeless trench coat (which has been stocked on the site for more than three years), this slogan tee which gives Whistles’ offerings a run for their money and this chic one-shoulder dress. Real life parties, come soon.

Whether you spend more time shopping on Amazon than you do up-keeping your at-home manicure or you don’t even have an Amazon Prime membership (where have you been?!), you’ll be unable to deny the fact that Amazon Fashion is fast becoming big news. Providing the opportunity to pick up new season wardrobe staples in the same swoop as a discounted Elemis cleansing balm, new books to read in front of the fire (glass of vino in hand, obvs) and dizzyingly good tech, Amazon Fashion makes shopping for wardrobe essentials and stalwart pieces a breeze.

Forget what you thought you knew: the e-commerce giant’s fashion offering *is* good, with major thanks to the plethora of young designers, cult labels (Levis/Swarovski/Dr Martens, we’re looking at you) and surprisingly on-trend Amazon own-brands stocked on site.

If you’re yet to kickstart a love affair with the most unlikely fashion retailer of them all, we’re here to point you in the right direction. We’ve spent hours upon hours scouring Amazon’s site to whittle their offering down to 50 genuinely stylish pieces that’ll provide the winter wardrobe update you’ve been hankering after.

We’re talking down puffer jackets that your mum would be proud of you for buying, jeans that you’ll roll out year after year, winter boots for socially distanced walks and knitwear to keep you cosy as you WFH. There’s nothing that you’ll hate by January in sight.

Oh, and that’s not even the best part: as we all look to be a tad more sustainable about our Christmas shopping this year, we’re proud to declare these pieces the ultimate in timeless Christmas gifting for her. Whether it’s the fluffy bucket hat, the Tommy Hilfiger bra, the Wrangler sweater or the Iris Lily pyjama set that screams her name, some serious friend/sister/daughter points are incoming.

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