After launching a new women's apparel brand "Find", available only in Europe, Amazon Fashion has unveiled its debut campaign for this in-house fashion label, which includes more fashion-forward pieces than is generally found among Amazon's private label apparel offerings. The campaign will run in the UK, Germany, Italy, France and Spain across outdoor, digital and on Amazon's own site. It aims to show the ecommerce giant has a "unique take" on current fashion trends and a "close eye on street styling". The campaign is the first major move by Amazon into the fashion market. It originally quietly launched Find back in April with a collection of fairly basic and cheap items, but is now trying to ramp up its style credentials.