Amazon’s fashion arm announced a four-day experiential festival in Berlin, “Destination Denim,” to highlight its extensive denim category, from October 24-27. After an exclusive launch party with fashion influencers and celebrities, the festival will be open for free to customers across Europe. There, consumers can take part in customization workshops, panels led by fashion experts and live performances. 

The omnichannel event will include activations both online and offline. “Destination Denim” will allow non-Berlin based shoppers to experience the festival through the Amazon website via event-specific products and interactive features such as playlists, tutorials and denim edits curated by fashion influencers. 

The festival will feature products from brands such as Levi’s Wrangler, 7 For All Mankind and G-Star in addition to exclusive products from Tommy Jeans and Amazon Essentials. A digital catwalk with 3D-view of garments will bring these products to life.

Attendees can also participate in a voice assistant-enabled styling experience powered by Amazon Alexa and shop from a capsule collection curated by German fashion influencers Leonie Hanne and Stefanie Giesinger. Amazon is also drawing on celebrity power as Rita Ora will host the festival launch party and Jorja Smith and Anne-Marie will put on live performances. 

Destination Denim marks Amazon’s first initiative focusing on brick-and-mortar operations with digital playing a supporting role. An omnichannel activation that fuses fashion and tech is part of the giant’s plan to attract a more fashionable segment of customers and become a top player in the US apparel industry. Amazon’s more than 100 million paying members have been fueling sales, allowing it to gain 1.5 percent of the apparel market in 2018. Earlier this year, Amazon introduced a series of limited-edition fashion collections designed in collaboration with influencers called “The Drop.” Fashion blogger and influencer Paola Alberdi, who boasts over a million Instagram followers, designed the first collection, which was only available for 30 hours to shoppers. Amazon says every piece was made to order in an effort to reduce waste.