The campaign was shot by Cass Bird and styled by Julia Sarr-Jamois in Amazon’s Fashion photography studio in Shoreditch.
“Nowadays you don’t need to live in a fashion capital of the world, have lots of money or be able to shop during certain hours,” Ferragni said. “With online retail, it’s possible to browse and shop for fashion anytime of the day, from pretty much anywhere.”
Ferragni was shot wearing six looks including an embellished jumpsuit and tailored minidresses from Gestuz, Selected Femme, Boss Orange, Finders Keepers and Tommy Hilfiger.
Amazon Fashion EU’s brand and creative director Juliet Warkentin noted that women’s wear is a key cornerstone for their strategy this year. “This season builds on our first campaign with Suki Waterhouse,” Warkentin told WWD. “We wanted to work with a strong woman who understands her own style and the power it gives her. Chiara is inspirational to women across Europe and she seemed the perfect fit for us.”
The Blonde Salad blogger and footwear designer recently stepped aside from fronting her own campaign and tapped Lili Sumner instead.
The campaign will run in Amazon’s advertising and social media campaigns across Europe in the U.K., France, Germany, Italy and Spain on March 9.