Amazon takes on the high st with its foray into fashion

Internet giant Amazon will this week launch an advertising blitz for its new women’s clothing range.

The fashion line, called ‘Find’, is a 500-piece collection that includes floral wrap dresses, wide leg cropped jeans and ‘hot pink’ sock boots.

These will be sold alongside more traditional staples such as trench coats, T-shirts and denim products.

It is the latest play in Amazon’s audacious assault on the high street, following the Seattle-based firm’s recent £10.7billion takeover of Whole Foods.

The team behind its fashion line includes Frances Russell, the former boss of womenswear at Marks & Spencer’s, and Amazon said the new clothing would be available on its website from today.

Amazon’s deep pockets will be tapped to fund an advertising campaign that will straddle the internet, social media and more traditional mediums such as billboards in the coming weeks.