The initiative aligns with the growing consumer interest in sustainable fashion and the circular economy, allowing shoppers to invest in luxury pieces with a reduced environmental impact.

In a statement Amazon said , “We’re thrilled to expand our luxury offering with Hardly Ever Worn It this year, to include more of our customers’ favourite brands and styles,” said Ruth Diaz, VP, Amazon Fashion Europe.

“We’re always looking to innovate and engage with our diverse customers, and launching pre-owned goods allows us to do just that, whilst also creating an opportunity for us to offer our customers accessible luxury.” The launch is accompanied by a vibrant spring campaign featuring models Ikram Abdi and Noel Capri, showcasing the desirable luxury brands available through Hardly Ever Worn It.

Xavier Flamand, VP EU Seller Services at Amazon, sees this as just the beginning, with aspirations to grow the pre-owned luxury segment in Europe and provide new opportunities for Hardly Ever Worn It to connect with luxury customers…