Calvin Klein and Amazon team up on holiday pop-up

Calvin Klein is the latest fashion brand hopping on the pop-up bandwagon ahead of the holiday season.

The US label has teamed up with Amazon Fashion to launch ‘Calvin Klein X Amazon Fashion,' a holiday collaboration that will run through December 31. The project will allow shoppers to browse exclusive styles, both in pop-up boutiques in New York City's SoHo and Santa Monica in Los Angeles, as well as via a dedicated online store at Amazon.com/mycalvins. The pop-ups will carry underwear and loungewear, while the online store will be selling an expanded selection of underwear and pieces from the ‘Calvin Klein Jeans' line.

Pop-up store purchases can be made by scanning a barcode in the Amazon App, with additional features including fitting rooms containing Amazon Echo devices to allow clients to communicate with the virtual assistant Alexa and control lighting and music elements. Customization stations will allow shoppers to personalize their items, and content creation spaces will encourage the creation and diffusion of social media clips. Supermodel Karlie Kloss and author Lilly Singh will both make in-store appearances.

"The holiday season is one of the most important shopping times for our customers, and we are delighted to team up with CALVIN KLEIN to provide a fun, interactive experience that connects our customers to product in an engaging way," said Michelle Rothman, Vice President at Amazon Fashion, in a statement.

Earlier this week another Amazon Fashion store, Dear Drew by Drew Barrymore, also opened up a pop-up store on New York's Crosby Street. In fact, the pop-up model has been gaining momentum this season, with fashion brands Nasty Gal, Bershka and Good American all investing in temporary bricks-and-mortar stores to profit from pre-holiday footfall.