Amazon Fashion launches London studio after appointing Joint for clothing brief

Amazon's fashion arm has opened a photography studio in Shoreditch and has appointed Joint as its pan-European creative agency in a bid to boost clothing sales.

The internet retailer opened its photography studio in Shoreditch on 22 July with a launch fronted by the model Suki Waterhouse. Amazon will use the space to take pictures and films to promote the fashion brands it stocks. Mission, a PR agency, organised the launch.

Meanwhile, Joint has been appointed as Amazon Fashion’s creative and strategic agency across Europe without a pitch. The shop will create advertising for Amazon's products and seasonal collections.

Joint has worked with Amazon since September, when it won a place on its European roster alongside Lucky Generals.

In June, Amazon's fashion arm appointed Deep Focus to handle its social media marketing across Europe after a competitive pitch.

Amazon has dedicated fashion stores on its UK, French, Italian and Spanish websites.

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