Making designer wear accessible: River Season 2 launches on Amazon Fashion

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Amazon Fashion in association with DBS Lifestyle LLP, launches RIVER Season 2 – the second season of the affordable, multi-designer brand created in partnership with some of India’s most celebrated designers Suneet Varma, JJ Valaya, Ashish Soni & Namrata Joshipura

  • Suneet Varma, JJ Valaya, Ashish Soni and Namrata Joshipura come together in Season 2 of RIVER to present a curated line of ready to wear everyday essentials and occasion wear
  • Customers can now purchase limited edition styles from their favorite designers only on Amazon Fashion

Chennai, 1st December 2021 – Amazon Fashion in association with DBS Lifestyle LLP, today announced the launch of RIVER Season 2 in India. After the successful launch of RIVER, an affordable multi-designer brand created in partnership with some of India’s most celebrated designers, last year, RIVER Season 2 has designers like Suneet Varma, JJ Valaya, Ashish Soni and Namrata Joshipura curating apparel that mirrors their individual aesthetic and styles. RIVER Season 2, which will be sold by DBS lifestyle, will enable customers to re-imagine their favourite designer labels only on Amazon Fashion.

The carefully curated selection catering to both men and women, will allow customers to invest in impeccably crafted apparel, making it a wonderful mix of the latest trends and everlasting classics. From classy and elegant sarees and dresses for women and royal bandhgalas, ethnic jackets, trendy shirts and kurtas for men, the RIVER Season 2 collection also focuses on building the occasion wear selection by creating dedicated capsules in each designer’s collection, besides a range of everyday looks.

“RIVER Season 1 witnessed a great response from shoppers across India, with demand from both metros and tier 2/3 cities and towns for all the designers’ collections. With the launch of RIVER Season 2 on Amazon Fashion, we continue to work closely with the seller DBS lifestyle, to ensure that customers across India can continue to access affordable designer wear. Through RIVER Season 2, we aim to reach out to diverse consumers and help them be closer to the designer’s creative vision,” said Saurabh Srivastava, Director and Head, Amazon Fashion India.

“This season seeks new opportunities through new designer offerings including a women-focused collection by Namrata Joshipura in addition to collections by Suneet Varma, JJ Valaya and Ashish Soni. The new season is in alignment with the current market trends focusing more on wedding collections and party wear for both men and women. It will continue to be our endeavour to bring exciting offerings and showcase new designers in the ensuing season. RIVER has opened new avenues for designers through both selections and reach and has become a part of the conversations across all tiers of the country,” he added.

RIVER Season 2 of has over 180 styles ranging from casual, basic and trendy shirts, classic trousers, jackets and bandhgalas to sarees, dresses, jumpsuits, blouses, scarfs and coordinates for both men and women.

Suneet Varma has some beautiful sarees designed for celebratory occasions like weddings and parties. The selection also brings one of the best assortments of floral sarees in chiffon georgette and lace. The selection presents some beautiful statement dresses for women and shirts and bandhgalas with comfortable trousers for menby JJ Valaya. Ashish Soni’s collection features added design elements in menswear, with details in shirts and kurtas. He also brings some beautiful denim blazers and bandhgalas and some very quirky prints to go along with it in shirts and comfortable trousers. The outfits from Namrata Joshipura’s collection provides a solution to every woman for both day and evening wear and introduces a new category of coordinates in womenswear.

The launch accommodates unique and regionally diverse needs and demands of customers in Tier 2 and 3 cities, making designer wear accessible to customers across 100% serviceable pin codes through the Amazon fulfilled network. The RIVER store has been created with love offering a compelling and immersive shopping experience for existing and new to designer segment customers, all of whom will be able to now make an informed buying decision before placing an order. The store offers detailed product information on sizing, product details and wash and care instructions in addition to offering styling tips and detailed product imagery that will allow the customer to choose carefully and conveniently.

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