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29 Apr

Fashion Connects Sergio Hudson, Priyanka Chopra Jonas and Amazon

Amazon is making more fashion connections — the newest bringing together Priyanka Chopra Jonas’ latest Prime Video spy show “Citadel,” the corporate’s two-and-a-half-year-old Luxury Stores business and designer Sergio Hudson.  

Within the premiere episode on Friday, Chopra Jonas’ character Nadia wears a recreation of Hudson’s signature cutout midi dress, seen first in his 2021 collection. 

Completing the circle, Hudson made looks which can be inspired by the fearless character and are on the market on Amazon’s Luxury Stores. Along with Hudson’s tackle Nadia, the storefront sells complementary accessories and jewellery from other brands, including preloved styles from Chanel and Gucci. 

Sally Singer, head of fashion direction on the e-commerce giant, said: “At Amazon, we’ve the unique opportunity to merge fashion and entertainment, and in the method to create truly directional (and shoppable) pop cultural moments. It has been especially exciting to collaborate on this instance with Sergio Hudson as he understands intuitively tips on how to bring on-screen glamour to the Luxury Stores customer and make it relevant and game-changing for on daily basis.”

The partnership also presents a full-circle moment for Hudson, who launched his line in 2014 with an aesthetic focused on strong tailoring. 

“After I designed this dress we were mid-pandemic, I wanted my customer to still appear and feel their best in such an uncertain time,” Hudson said. “A number of my design inspiration comes from iconic TV characters, so it was exciting for me to attach the dots in this fashion.”

Amazon has been vying to grow its fashion business for years — with Luxury Stores its most up-to-date run on the designer world. 

And while it’s a piece in progress, this partnership shows the potential within the breadth of the Amazon empire, which might get the products, sell them and promote all of them under one mammoth umbrella.

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