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Amazon launches live TV show to back its push into fashion

Lauretta Roberts
08 March 2016

Amazon has launched a new live TV show in the US to back up its big push into fashion. Style Code Live, which has been dubbed "QVC meets YouTube", will air each week night at 9pm (EST) and made its premiere on 8 March.

Fronted by ABC news correspondent Rachel Smith, presenter Lyndsey Rodrigues and TV personality and actor Frankie J Grande, the show promises the "inside scoop on the latest fashion and beauty trends. Each day designers, bloggers, beauty experts and celebrities will reveal their secrets for making today’s looks work for you."

The 30-minute programmes will feature YouTube-style tutorials on fashion and beauty trends with live links to shop the products online and are being viewed as a way for Amazon to attract a younger customer to shop the site for fashion.

Blogger Danielle Bernstein of WeWoreWhat was the guest for the first show, while singer Meghan Trainor was due to appear on 9 March show.

Amazon's fashion offer includes a raft of brands from the high street to more premium players such as New Look, Lipsy, Tommy Hilfiger and Calvin Klein. It recently rolled out some private label brands in US (such as men's formal line Frankin Tailored and women's contemporary line Lark & Ro) while in the UK it has just appointed former Marks & Spencer womenswear director Frances Russell. Russell is understood to have been brought in to head up the creation of Amazon's own brand.

 

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