Amazon’s New Influencer-Designed Collection Is Full Of Prairie Dresses And Puff Sleeves

Available for just 30 hours, each piece is made on-demand for you

amazon the drop fashion guitar

by Hannah Banks-Walker |

With the high street under threat and Instagram completely changing the way we all shop, it's difficult to know the direction in which retail is going to go. When it comes to the way we buy our clothes, too, it's necessary to consider the impact fast fashion has on the environment. For that reason, The Drop feels like an entirely new way to shop, as conceived by Amazon. The idea is that an influencer-designed collection will drop online and will be available for just 30 hours. If you buy something, it is made-to-order just for you, which will minimise waste. That's also why each collection will only be available for just over a day – there will be a finite amount of fabric available for each piece.

Amazon has already collaborated with Patricia Bright, whose collection went live a few weeks ago. And today sees the launch of 14 pieces designed by Charlotte Groeneveld, otherwise known as @thefashionguitar. Dropping at 5pm today (August 6), the range is packed with summer-friendly separates and wear-everywhere (literally) prairie dresses.

Naturally, like any influencer worth her salt, Groeneveld has been showcasing all the pieces on Instagram. While she's modelled everything from fuchsia, wide-leg trousers to pretty, off-shoulder blouses, the aforementioned prairie dresses are undoubtedly Groeneveld's most-worn item of the past few weeks.

'The collection is an extension of my wardrobe, but filling the gaps with pieces I felt were still missing,' said Groeneveld. 'It’s inspired by today’s street style rather than runway collections and brings together everything I love seeing on women around me, and reflects our forever summer mood.'

amazon the drop fashion guitar prairie dress

You can shop Groeneveld's designs for just 30 hours, or less if fabric runs out before this time. So, you'll need to be quick.

Available in over 100 countries and regions, Amazon is currently remaining very secretive about when the other installments of The Drop will land on site. You can, however, sign up to receive text alerts so you don't miss a thing.

Is this a revolutionary new way to shop? Watch this space.

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