Welcome to Amazon’s biggest European fashion studio where talented women are brimming with creativity

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Amazon women help fashion photography come to life

Amazon women help fashion photography come to life

 January 03, 2019

Amazon Fashion Studio in London is one of the largest of its kind in Europe and is responsible for creating the fashion product images on the Amazon website. It attracts the best and the brightest in female creative talent, from stylists to photographers, who all work together to bring Amazon fashion to life.

A studio with personality

Amazon Fashion’s European photography studio has tonnes of personality. Opened in 2015 and recently expanded with a new operational space to photograph new product categories, the photo studio covers 48,880 square feet with 21 individual photography bays, an editorial area and a creative fashion library.

It has contemporary industrial-chic architecture but with exposed brick walls and wide arches from the Victorian. At Amazon Fashion Studio, thousands of fashion products from all over Europe are received, prepared and photographed every week. The studio produces over half a million images every year.

Helping customers connect with the product

Fashion photography has always been important in influencing customers’ styles and spreading new trends. Thanks to e-commerce, it is an even more important source of information as customers rely on images understand the material, colour and details of a fashion item, to assess how it will look on them, or simply for inspiration. For the photography teams, this is a big responsibility, but also something to be proud of.

“I really like how we can convey so much information to customers through our work, and hopefully contribute to their experience in a positive way,” says Jackie Allen, Equipment Manager at the Amazon Fashion Studio. “I am an online consumer myself, so I understand what customers are looking for. I let that awareness guide my choices at work.”

"Especially for online, photography is essential, because since you are not able to touch and feel the products, you need to be able to have an emotional connection - to get excited about what you want to buy," continues Jackie.  "I am in charge of making sure that we have all the photo equipment that we need to be able to get all the shots done. I'm also in charge of repairs, rentals, any tests that we do"

"Clothing comes in every day, and we sort it and decide who is going to look best in it, in terms of the model. We get as many images we need to get all the information about the product, and after that the products get repacked and shipped back to the warehouses to be sold."

 “We are a quirky bunch with many creative interests. Most of us have passion projects on the side,” adds Jackie. “Amazon encourages us to pursue our personal interests. Once a quarter we can take a day off and borrow the studio’s equipment to work on a creative shoot for our portfolio. This contributes to keeping our creative drive flowing. We can then bring that energy back into our day-do-day work.”

Contributing to the growth of fashion

When new clothes reach the studio, a specific team takes care of unpacking them with exact care and getting them ready for shooting. Clothes are steamed and organised on racks, ready for the shooting bay. Ieva Rakojedaite is responsible for supervising this stage, as well as the final one – taking back the clothes after the photo shoot, where they are carefully folded, labelled and packaged to be shipped back to the warehouse.

“We’re the alpha and the omega in the process,” says Ieva. “I love everything about fashion, being a part of the industry and contributing to its growth.”

Thriving on creative challenges

Every item is matched to a particular style which caters to the taste of a specific type of customer: clothes are categorised as timeless, formal, young, streetwear and so on. Stylist Breda ‘Bea’ Acquah is responsible for this creative challenge. Bea must make sure every item is also properly accessorised, styled and enhanced to look inspiring.

"I work as a stylist for Amazon Fashion. I style clothes every day, and put them on models, and make our products look fantastic," says Bea. "I work on set every day with a team, I have a photographer, a model, an art director and a hair and make up artist. Part of our job consists of keeping up to speed with fashion trends, both from the catwalks and from the street."

Stylists may also work closely with designers to define the looks and moods of Amazon Fashion’s private brands like find., Meraki, Truth & Fable, lingerie brand Iris & Lilly or athleisure brand, Aurique. As a child, Bea loved dressing up her dolls. “In a way, I have never stopped playing with clothes,” she says. 

Join talented women like Bea, Jackie and Ieva at Amazon

At Amazon, everyone is empowered to share new ideas and to contribute their own unique special talents and abilities to the company. Search and apply for an amazing career with Amazon today.

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