Amazon may seem like a better destination to find a pair of crocs than coveted high-end fashion garments.
But that's all about to change after Amazon CEO Jeff Bezos revealed to The New York Times, the company's "significant investment" into attracting couture brands.
In addition to hiring models, make-up artists and stylists, the Amazon fashion team is now "shooting 3,000 fashion images a day in a photo studio using patent-pending technology," according to the Times.
While clothes have long been sold on Amazon's shopping sites endless.com and zappos.com, this is the first time the focus has been placed on attracting more high-end designers.
So far the designers who've signed up to work with the online retailer include Michael Kors, Vivienne Westwood, Catherine Malandrino, Jack Spade and Tracy Reese.
The site will also offer higher-end packaging for the new items.
According to TechCrunch, the designer clothes will be featured on MyHabit.com, a membership-only website owned by Amazon which "will offer up to 60 percent off a selection of styles."
The Atlantic Wire explains MyHabit.com will resemble private sales sites like Gilt and also compete with Google’s Boutiques.com and eBay’s fashion store.