Amazon opens pop-up fashion shop in central London

Baker Street store will sell own-label items and other brands during week-long trial

Amazon has opened its first British fashion store, in the form of a central London pop-up where the retailer is seeking shoppers' views on its clothing ranges, prices and store experience.

The Baker Street pop-up is the first of its kind in Europe. It will be open for a week, during which time it will host events including denim customisation by Pepe Jeans, beauty trend discussions with Vogue's Jessica Diner, yoga sessions from Deliciously Ella founder Ella Mills and live music from singer-songwriters Tom Grennan and Nao.