Amazon has been testing a ‘see-now, buy-now’ strategy that sees fashion items delivered within one hour during London Fashion Week.

Teaming up with Diesel artistic director Nicola Formichetti and his Nicopanda clothing line, Amazon is offering the line through accelerated delivery to Amazon Prime subscribers in London only, as first reported by City AM. Amazon also promises to reach customers throughout Europe within 24 hours through the service.

“We hope that customers will be excited by this product and we hope that new customers will discover what Amazon Fashion has to offer through this partnership,” said Susan Saideman, head of Amazon Fashion Europe at Amazon UK, in an interview with Vogue. “Nicola is a fan of Amazon and our joint obsession with digital and innovation made this collaboration feel very natural. We choose partnerships based on shared values but mainly on how much we think our customers will love the additional choice – in this case we think Nicopanda’s popular street-style aesthetic will resonate well and delight Amazon Fashion consumers across Europe.”

Nicopanda is known for its colourful streetwear. The Amazon collection includes hoodies, a clutch bag, leggings, a long sleeve top, a bomber jacket, a scarf, sweatshirts, a silk top, and viscose pants.

The implementation of the ‘see-now, buy-now’ strategy isn’t a new concept in the fashion industry, and other big names – including Burberry, Topshop and Tommy Hilfiger – have been using similar strategies at London Fashion Week.