Chiara Ferragni x Amazon Fashion SS16

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Amazon Fashion today launched its Spring/ Summer ’16 campaign starring blogging and Instagram sensation Chiara Ferragni, the beauty and brains behind

Chiara, who is now based in Los Angeles, visited Amazon’s European Fashion Photography Studio in Shoreditch, East London, to shoot the campaign with photographer Cass Bird and i-D magazine’s Fashion Editor, Julia Sarr-Jamois. As seen in the accompanying video, she selects and models her favourite pieces for the season, which include an army shirt, denim overalls and tailored mini dresses. Her top pick however is an electric-blue leather jacket, a style that she describes as a “staple” in her wardrobe.

“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,” explained Juliet Warkentin, Director of Brand & Creative, Amazon Fashion Europe,.

“I’m delighted to be working with Amazon Fashion,” added Chiara. “Thanks to online retailers like Amazon, fashion is more accessible than ever, which is really exciting as fashion inspires a lot of people. Nowadays you don’t need to live in a fashion capital of the world, have lots of money, or to be able to shop during certain hours. With online retail, it’s possible to browse and shop for fashion anytime of the day, from pretty much anywhere.”

In a Q&A released to coincide with the launch, Chiara admits she would “absolutely” choose flats over heels, that good light is all you need for a perfect Instagram picture and that at the moment she is really feeling hats are the accessory of the moment. Head to to find out more.

Fashion is one of Amazon’s fastest-growing categories and the items worn by Chiara in the campaign will be available to buy from Amazon’s five European websites from today at

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