Amazon loves Chiara Ferragni and airs free daily fashion show

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Amazon Style Code Live

Amazon’s going all out to boost its fashion credentials at the moment with a new daily TV show and a collab with Chiara Ferragni.

In the US, it aired its first live show for its streaming video service yesterday and it’s all about fashion. The half hour daily Style Code Live show will be free to all viewers and gives them “a first-of-its-kind daily style and entertainment experience,” said executive producer Terence Noonan.

It’s an interactive show with live chats and offers fashion and beauty each weeknight with guest experts, celebrities, and viewer tips.

It’s hosted by ABC TV correspondent Rachel Smith, MTV host Lyndsey Rodrigues and actor Frankie Grande.

Meanwhile in Europe, Amazon yesterday launched its SS16 campaign starring blogger-turned-brand Chiara Ferragni of TheBlondeSalad.com.

Shot at the company’s giant Shoreditch studio by photographer Cass Bird, she’s seen wearing a number of key pieces from the spring offer.

Juliet Warkentin, who’s Amazon Fashion Europe’s director of brand and creative (and also happens to be my ex-boss), said: “Chiara is a smart business woman with a strong sense of personal style and is a great advocate for our ‘Don’t look like me, look like you’ campaign.”

Find out more at www.amazon.co.uk/chiara.

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