Amazon has launched an invitation-only luxury fashion and beauty brand portal called Luxury Stores, with Oscar de la Renta as its first partner.

The company said more brands will launch at Luxury Stores in coming weeks and seasons. For now, the platform is available only to US Prime members.

Accessible via the Amazon app, the store features interactive technology allowing customers to have a 360-degree view of products. Featuring a “store-in-store” concept, Luxury Stores allows brands to set their own pricing, selection, inventory and content.

“We are always listening to and learning from our customers, and we are inspired by feedback from Prime members who want the ability to shop their favourite luxury brands in Amazon’s store,” said Christine Beauchamp, president of Amazon Fashion.

“It’s still Day One, and we look forward to growing Luxury Stores, innovating on behalf of our customers, and opening a new door for designers all over the world to access existing and new luxury customers.”

As the first brand to open a store in Luxury Stores, American fashion house Oscar de la Renta offers a range of ready-to-wear, accessories, and jewellery, including its Fall/Winter 2020  Collection. The brand and Amazon have also launched a video starring Cara Delevingne to promote the campaign.

“We admire Amazon’s customer-centric focus and look forward to telling our brand’s story in compelling and engaging ways to even more customers through the Luxury Stores experience,” said Alex Bolen, CEO of Oscar de la Renta.