What: Amazon Fashion Europe has announced its first-ever partnership with Twitch, the video live-streaming service that focuses on video gaming streaming, to showcase its best summer styles and brands.

Why it is important: As many retailers turn towards live-streaming or live-shopping events, Amazon’s collaboration with Twitch will be an example for other fashion retailers to watch when considering their next digital marketing strategy.

The collaboration will see two teams of Twitch content creators enter into a week-long European road trip starting July 23 from the Amazon Fashion Studios in Hoxton, London.

During the race across Europe the “Twitch superstars, emerging creators and fashion insiders” will complete fun fashion challenges hosted by some Amazon Fashion brands, while showing off their Amazon Fashion looks for every location and activity.

Amazon Fashion Europe & Twitch collaboration