The e-commerce giant’s private fashion label is here and it’s…very beige. We combed through the offerings so you don’t have to.
Today we got a first glimpse at Amazon ‘s private fashion label rumored to be underway last week. The e-commerce behemoth quietly rolled out seven separate brands for both men and women. Despite boutique-sounding names—Lark & Ro, Scout + Ro, James & Erin, Franklin & Freeman—the styles are a bit…underwhelming. Beige bags abound. Polyester percentages are high. There are only so many sweater ponchos (turtle-necked or not) one woman can own.