E-commerce Giant Suddenly Changes Course, Immediately Draws Spotlight

Amazon is now not only recognised as an e-commerce giant but has also entered the fashion industry. This change was previously unimaginable, considering Jeff Bezos’s first appearance at the Met Gala in 2012. At that time, he announced the company’s ambition to transform the fashion industry. However, Bezos, 14 years ago, was someone from the technology industry. He was still unfamiliar with fashion, even not mentioning what brand he was wearing at the time. Two years later, Amazon launched Amazon Fashion. The company’s desire was to become a great department store. The Wall Street Journal noted that many designers rejected Amazon’s requests at that time. However, the company remained persistent and used its financial strength to sponsor several events, which ultimately built its credibility in the high-end fashion world. Amazon also donated US$500,000 to the fashion industry through the Council of Fashion Designers/Vogue Fashion Fund in 2020 during the Covid-19 pandemic. That programme supported US designers. “Thanks to Amazon for quickly sharing resources to help American designers affected by the pandemic,” said Anna Wintour, who was then the editor-in-chief of Vogue. The company also partnered with the luxury store Saks Fifth Avenue. In addition, it invested US$475 million in the new company Saks Global. Then Bezos fully entered the fashion era after establishing a relationship with Lauren Sanchez. The couple are regulars in the front row of famous fashion brands at global fashion weeks, including funding this year’s Met Gala. The pair will also attend a charity event from the fashion industry. However, their involvement has been criticised by many parties, including calls to boycott the event. Every year, many people oppose the event. For this year, they oppose Amazon’s involvement, which has cooperation with the immigration and customs enforcement agency, as well as the relationship between Bezos and President Donald Trump. Anti-Bezos posters were also scattered around New York City. However, Amazon declined to comment on the protests.