Amazon quietly launches seven private fashion labels

London - Amid rumours surrounding Amazon foray into fashion last October, the US internet giant has quietly launched not one, not two but seven private fashion brands, including womenswear, menswear, childrenswear and accessories.

Amazon recently filed trademark applications for its upcoming in-house fashion brands in Europe, via its Luxembourg-based subsidiary known as Amazon Technologies. The fashion labels, known as Franklin & Freeman, Franklin Tailored, James & Erin, Lark & Ro, North Eleven, Scout + Ro and Society New York, will reportedly offer over 1,800 different products through Amazon's US website.

News of Amazon's fashion move was first brought to light by US investment bank KeyBanc, although the online retailer's fashion play has been featured in the media spotlight over the past few days following the announced Amazon had tapped former Marks & Spencer womenswear director Frances Russell to develop its in-house fashion label business in the UK.

Prices for the labels are set to range between 19.50 US dollars and 24.50 US dollars for childrenswear label Scout + Ro, to between 5.90 US dollars to 105.90 US dollars for contemporary womenswear label Lark & Ro to 23.97 US dollars to 465 US dollars for menswear tailoring and suiting brand Franklin Tailored. So far, Amazon has only launched collections for Lark & Ro and Scout + Ro on its US site, although the online retailer has remained silent on the brands association with the company.