Rita Ora

Amazon Fashion is gearing up to debut its “Destination Denim” project in Europe this month.

On Oct. 24, Amazon Fashion will kick off a four-day event at Berlin’s cult event location Kuehlhaus that will be fully focused on denim.

A concert by Rita Ora will open the show, where visitors will have the chance, through a series of initiatives and technologies, to find their ideal pair of jeans, as well as to attend conferences and workshops, including one on customization named “Studding & Ripping.”

During the event, visitors will be able to buy with Amazon’s branded QR codes, called Smile Codes, a range of denim styles from brands including Levi’s, G-Star and Seven For All Mankind, among others, as well as exclusive designs created for the occasion by Tommy Jeans, Find. and Amazon Essentials.

Tommy Jeans

Tommy Jeans will be among the brands creating special products for the event.  Courtesy Photo

Those attending the “Destination Denim” event in Berlin will also have access to digital runway shows, styling sessions with Amazon’s virtual assistant Alexa and capsule collections created by fashion influencers Stefanie Giesinger and Leonie Hanne.

The initiative will have an online extension on the Amazon web site, where European customers will have access to a special area featuring interactive functionalities and where to shop denim designs.

“With the launch of Destination Denim we want to offer a new denim shopping experience to help all the Amazon customers to find their perfect pair of jeans,” said Amazon Fashion vice president John Boumphrey. “Destination Denim is the newest denim-focused hub encapsulating exciting technology, our wide offering of jeans, as well as engaging online and offline contents.”