From click to chic: Amazon trials real-world fashion boutique

The retailer has launched five clothing labels in a year and has ambitions to be a serious player in fashion

Bright red lacy dresses, cosy coats and ripped jeans fill a chic central London boutique decorated with neon signage and stripped wood floors. Shoppers bustle and admire the clothes - but they are not in a hip designer shop; they are in Amazon's first pop-up fashion store in Europe.

Last week, at the opening night of the Baker Street store, the models Lara Stone and Maddi Waterhouse, the actress Gemma Chan and socialites Pixie Geldof and Rafferty Law brought a sprinkling of stardust to a collection that the US online retailer hopes will make it a major player in British fashion.