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- Amazon has launched over 50 in-house fashion labels for men, women, and kids, contributing to its outpacing of Macy's as an apparel retailer.
- The women's fashion labels are surprisingly stylish, and range from casual athleisure to fashion-forward wardrobe staples.
- Almost all of the styles are under $100 and priced affordably, plus everything is available on Amazon Prime, making the delivery and return process incredibly fast and easy
Amazon has already made a name for itself as one of the world’s largest retail marketplaces, and has even started carving its own path as a powerful player in the tech industry. But the company is now looking to expand its self-branded offerings beyond the Echo and Kindle by making its foray into the fashion world.
In a tumultuous market that has seen powerhouse brick-and-mortar retailers like Macy’s shutter their doors across the country, Amazon is looking to use its online marketplace to bring fashion to the masses. The site already provides a platform for plenty of major fashion companies like Nike and Kate Spade to sell their goods — but in 2017, Amazon also decided develop its own in-house brands in hopes of capturing a larger share of sales, and bringing better value to its customers.
And the honest truth? Amazon is making some really stylish clothing.
To date, the Amazon has developed more than 50 different fashion labels for men, women, and kids, running the gamut from workwear to lingerie, baby clothes to shoes, and even athleisure styles and basics. There are a few standout labels in the women's category that are worth noting, so we've broken down everything you need to know about Amazon's best women's fashion lines, which are all available on Prime.
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Lark & Ro
Lark & Ro's overall feel is polished and professional, but each piece has some sort of modern flair or silhouette that keeps it looking trendy. You’ll find all the workwear basics, including solid sheath and patterned wrap dresses, blouses with interesting detailing, and a selection of foundational pieces like cashmere sweaters and trench coats. The color palette skews more toward neutrals like black, grey, and white, plus variations of mostly darker shades of blues, pinks, and purples.
In terms of price points, Lark & Ro will run you roughly the same as stores like LOFT, Gap, and Banana Republic, with prices averaging between $30 and $80.
Pictured (from left to right): Lace Dress with Open Back, from $62.88 | Draped Front Top, $49 | Tie-Neck Dress, from $50.27
Shop all Lark & Ro styles
Daily/Ritual
Daily/Ritual specializes in cozy loungewear and casual basics like slouchy sweaters and hoodies, sweatshirt dresses, leggings, and even reasonably priced two-packs of tanks and tees. The colors are mostly neutrals like black, white, and gray, making it easy to mix and match, and the majority of their styles also come in plus sizes.
The whole line is relatively inexpensive, with most dresses costing around $30 and two-packs priced at an average of $20 total. The leggings are all under $20, which is a serious steal.
Pictured (from left to right): Supersoft Terry Hooded Pullover, $28 |Supersoft Terry V-Neck Dress, $30 | Supersoft Terry Short-Sleeve Shirt, $24
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Luna Coalition
Luna Coalition is similar to Daily/Ritual in that it also focuses on athleisure styles and cozy knits. The major difference is that this line skews a little younger and just a touch sportier, featuring sweaters with cutout shoulders, slightly slimmer tanks and tees, and more graphics on the clothing.
I imagine Luna Coalition as the ever-trendy Forever 21 to Daily/Ritual’s slightly more sophisticated Gap Body — all at the same affordable price point, with items averaging between $20 and $50.
Pictured (from left to right): Everyday Tank Dress, $48 | Colette White Muscle Tee, $30 | Juls Striped Blue Joggers, $48
Shop all Luna Coalition styles
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