Amazon Fashion and DBS Lifestyle LLP have announced the launch of affordable multi-designer brand RIVER (Season 1) in India.
The brand was created in association with some of India’s most reputable designers like JJ Valaya, Manish Arora, Ashish Soni and Suneet Varma, offering ready-to-wear essentials to occasionwear.
RIVER, which will be sold by DBS Lifestyle, will enable customers to re-imagine their favourite designer labels in affordable price points ranging from Rs. 999 to 9,999 available exclusively on the online marketplace.
The curated selection catering to both men and women will allow customers to invest in pieces that are affordable while still being impeccably crafted.
The launch accommodates unique and regionally diverse demands of customers in Tier-2 and Tier-3 cities, making designerwear accessible to customers across all pin codes in the country through the Amazon fulfilled network.
“I am thrilled to announce the launch of RIVER on Amazon Fashion, which ensures that customers across India can now access designerwear at affordable prices. RIVER reimagines designerwear, allowing customers to mix and match and invest in pieces that are not only affordable and accessible, but also impeccably crafted to present latest trends and everlasting classics,” said Mayank Shivam, Director of Strategic Initiatives at Amazon Fashion India.
He added “Through this launch, Amazon will reinforce its commitment to digitally enable sellers and, subsequently, mobilise the craftsmen, artisans and weavers to rebound from the economic disruption caused by the pandemic.”
Post the onset of the pandemic, designers have been seeking the most trusted names to partner with. Till now, inaccessibility due to poor distribution and high price points has kept them from reaching customers and RIVER aims to bridge that gap with seasonal releases consisting of a wonderful mix of the designers’ individual signature styles in contemporary silhouettes.
Season 1 will carry 270 styles across western and ethnic designs. The selection presents trend-forward themes like Disco gypsy by Manish Arora, Royal sports chic by JJ Valaya, Millennial man by Ashish N Soni and Floral glam by Suneet Verma, remaining close to their celebrated signature styles that India loves.