SWITCHING OFF: Amazon Fashion has gone off-line with a pop-up store on Baker Street in London to engage with its online customers. The company’s first pop-up store in Europe opened Tuesday and will trade until Saturday, offering a range of in-store events ranging from fashion to fitness.
To excite consumers and keep them coming back, the merchandise will rotate every other day to fit in line with a theme. Everything has been chosen by Amazon Fashion’s in-house stylists.
“We’re always looking for ways to surprise and delight our customers and we wanted to create a different shopping experience that’s both memorable and fun,” said Susan Saideman, vice president of Amazon Fashion Europe.
“On Day Three, we have a curated selection of fitness and ath-leisure brands and products to complement the in-store yoga sessions for that day,” Saideman said. Other events include denim customization by Pepe Jeans, a beauty trend panel on Wednesday night and personal stylists who will be available throughout the week.
The pop-up will house a range of brands including Love Moschino, Calvin Klein, Puma, Levi’s and Vans alongside Amazon’s own labels such as Iris & Lilly, Truth & Fable and Find. They are meant to showcase the site’s “top-to-toe offering.”
Amazon Fashion

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NEW YORK — Adidas is hoping to further its reach with women by launching a new capsule collection that is centered around the sports bra.
The Germany-based sports brand on Tuesday introduced the limited-edition Statement Collection, which features a print inspired by Stella McCartney and ambassadors Karlie Kloss, Hannah Bronfman, Shay Mitchell, Dua Lipa and Garbine Muguruza in the marketing campaign.
In an event here Tuesday morning, Kloss — wearing a big, shiny diamond ring from new husband, Josh Kushner — joined Bronfman and Adidas executives in a panel discussion to talk about the research that went into the creation of the 23-piece offering.
Katie Becker, senior design director for Adidas Training and Athletics, said the collection was created after “extensive research on breast movement” and hours of feedback from the brand’s ambassadors. “We can talk about sports bras for hours on end,” said Kloss who considers herself “a versatile athlete” with a busy life that requires a lot of multitasking and a wardrobe that can work in many different occasions.
Although Adidas has offered sports bras in the past, this collection was “reworked and recrafted,” Becker said, and is the start of a new initiative to “reintroduce how Adidas does bras.”
The Statement Collection features

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A couple of years ago, Alecia Vimala, who had spent 15 years negotiating deals in the entertainment industry, decided to film herself assembling and cooking a pizza, and worked with an engineer to make all of the product in the video shoppable. She sent the video to about 15 people and the products featured quickly sold out.
“I can’t cook or bake at all and this was my first attempt to make pizza,” Vimala said. “But after I sent out the video, I realized this was more than an idea. There is a market here. I raised money, hired people and we started aggressively building the program.”
For the past two years, Vimla has been beta testing Alecia, which she described as the world’s first shoppable, video-on-demand streaming network, but now the platform has launched to the public. It can be accessed on a smartphone, via an app, on desktop and soon on TV. The video content is provided by either an in-house team, partnerships with production companies and licensed distribution deals.
Alecia recently signed a deal with Warner Bros. Domestic Television Distribution for the exclusive U.S. video-on-demand streaming rights to seasons one through three of the hit series “Bachelor in Paradise.” It’s also

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SOCIAL PUSH: Condé Nast has launched the Social Talent Agency, the company’s first agency focused on promoting influencers.
For the kick-off, the agency enrolled 27 Italian and international talents, some of them graduates of the Condé Nast Social Academy, which the publishing company developed in partnership with L’Oréal Italia’s luxury division and with the scientific and educational support of Milan’s SDA Bocconi School of Management. The selected influencers come from sectors including fashion, modeling, beauty, sport, travel and automotive.
“The launch of the Social Talent Agency reflects our company’s attitude, aimed at innovating and remaining contemporary in a fast changing world,” Condé Nast sales and marketing general manager Francesca Airoldi said at a press conference on Tuesday. “This is a further step highlighting the company’s ability to continue influencing communities through its brands, which will collaborate with the agency’s different influencers.”
Riccardo Pozzoli, who is among the coaches at the Condé Nast Social Academy, is the creative director of the newly established agency.
“We selected the influencers according to their proximity with Condé Nast values,” said Pozzoli, who was instrumental in helping to build and develop Chiara Ferragni‘s The Blonde Salad blog and resigned from the role of chief executive officer of TBS Crew, which manages the

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