Amazon opens fashion photography studio to strengthen ties with brands and creative talent in India

Amazon India continues to combat its Indian rival, Flipkart which rolled out its private label fashion brand Divastri.

The studio will aim to aid Amazon's effort of creatively collaborating with fashion brands, such as Marks & Spencer, and partners to produce high quality images for its fashion merchandise every year.

Arun Sirdeshmukh, head of Amazon Fashion India, said: "At Amazon, we are always thinking about how we will raise the bar, how we will redefine the way the customer discovers, engages with, and shops for fashion online. All of our efforts we’ve made for this studio in terms of technology, scale and talent are designed to deliver high quality imagery that inspires and educates our customers."

“With this studio we will continue to strengthen our relationships across the entire industry – with brands, designers and creative talent. This is part of our plan to innovate in how fashion is displayed on the site and be the best possible place for fashion brands to present themselves online."

Ritesh Mishra, head of buying and merchandising at Marks & Spencer, India said: “Our association with Amazon Fashion allows us to reach a wide customer base across India. With an offering of over 1,500 styles on amazon.in, we are able to make it even more convenient for customers to shop our quality clothing collections in India. The launch of the new Amazon Fashion Studio is really exciting and we looking forward to showcasing more of our latest styles and outfit ideas."