Amazon Fashion Launches RIVER Season I In India

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(L-R) Fashion designers Suneet Varma, Manish Arora, Ashish N. Soni and JJ Valaya
(L-R) Fashion designers Suneet Varma, Manish Arora, Ashish N. Soni and JJ Valaya

Amazon Fashion in association with DBS Lifestyle LLP, recently announced the launch of RIVER (Season I) in India.

RIVER is an affordable multi-designer brand created in partnership with some of India’s most celebrated designers – JJ Valaya, Ashish Soni, Manish Arora & Suneet Varma, offering ready to wear everyday essentials and occasion wear, available only on Amazon Fashion.

The carefully curated selection catering to both men and women will allow customers to invest in pieces that are not only affordable but also impeccably crafted to introduce a wonderful mix of the latest trends and everlasting classics. The launch accommodates unique and regionally diverse needs and demands of customers in Tier 2 and 3 cities, making designer wear accessible to customers across 100% pin codes through the Amazon fulfilled network.

Speaking on the launch, Bhawnish and Divya Suri from DBS remarked, “Over the past decade, DBS has continued to pioneer in the field of design and now, we are delighted to partner with Amazon Fashion to launch RIVERRIVER in essence is a brand that aims to celebrate the legacy of celebrated Indian designers and will offer a carefully curated capsule that tells the most compelling story of their design evolution in an affordable format for customers across India. Amazon’s entrepreneurial culture and initiatives have always been aligned with our vision of transforming the way India engages with fashion and this launch will help us not only get access to a larger audience but also empower DBS to do our part for the ‘Make in India’ initiative”.

The opportunity for designer products at attractive price points have always been selection white spaces with nil to poor physical retail access due to geographical and infrastructural limitations pan country.

Designers have been seeking the most trusted names to partner with to build their business online, especially post the COVID 19 impact on retail and initiatives like RIVER aim to make well-known and loved designers more affordable and accessible to customers across the country, serving customers who aspire for designer wear but currently face challenges of inaccessibility due to poor distribution and high price points. Each season of RIVER will bring forth a wonderful mix of the designers’ individual signature styles in contemporary silhouettes.

Season I of RIVER carries 270 styles across western and ethnic wear with dresses, tunics, sarees, jumpsuits, formal/casual jackets, evening cocktail sarees, and athleisure separates for both men and women. The selection presents trend-forward themes like Royal sports chic by JJ Valaya, Disco gypsy by Manish Arora, Floral glam by Suneet Verma, and Millennial man by Ashish N Soni and incorporates four affordable collections from each of the designers, remaining close to their celebrated signature styles that India loves.

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