Buying underwear now requires an app.
Shoppers in New York and Los Angeles now have the opportunity to buy #mycalvins in brick-and-mortar stores. Calvin Klein has collaborated with Amazon Fashion to open two new pop-up shops featuring the best-selling Calvin Klein underwear and leisurewear lines, two prime examples of logo mania, along with styles exclusive to the store. Along with the new items, the stores utilize some very cool Amazon technology.
The pop-ups will be monitored by Amazon Echo Look-controlled webcams, allowing buyers in New York and L.A. to interact with each other. Rather than using price tags, each piece of merchandise will be labeled with a barcode that can be scanned and bought through the Amazon app. Cool, yes, but be warned: Amazon’s prices change based on a fancy algorithm, making it impossible to know the exact price when you pick up a bra in person. If you live outside of New York and L.A., you can buy items from the collab on their exclusive website. The online hub includes a Calvin Klein men’s denim range, including a variety of jeans, denim jackets, and denim shirts that cannot be found in-store.
Model Karlie Kloss and YouTuber Lilly Singh front the campaign, further merging different worlds of consumer culture. Here’s to hoping that the tech and fashion communities start working together far more often.
Calvin Klein X Amazon Fashion is available at 545 Broadway, New York, New York, 10012 and 1444 Third Street Promenade, Santa Monica, California, 90401.