# Livestreamed Fashion Campaigns Amazon Fashion Europe is Collaborating with Twitch By Laura McQuarrie | Published 2022-07-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/amazon-fashion-europe References: [cvshealth](https://www.cvshealth.com/news-and-insights/articles/cvs-pharmacy-launches-new-elevated-skin-care-beauty-format)  [Amazon Fashion Europe](https://www.trendhunter.com/trends/elf-cosmetics-twitch) recently announced its first partnership with Twitch and it will focus on sharing the best summer styles and brands. Amazon's collaboration with the video livestreaming service is set to include two teams of content creators on a week-long European road trip from the [Amazon Fashion Studios](https://www.trendhunter.com/trends/amazon-ads) in Hoxton, London. Viewers will tune in to see the race across Europe, complete with fun challenges hosted by beloved Amazon Fashion brands. The results of the challenges will determine how the participants travel to their next destination, as well as where they will stay the night, which adds extra incentive for viewers to keep watching. In Paris, for example, there will be a [Tommy Hilfiger](https://www.trendhunter.com/trends/roblox-fashion) styling trial and in Milan, there will be a scenic break for a yoga class with Reebok. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 58% | Activity: 72% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Livestream Fashion Shows:** Fashion brands can leverage new digital platforms to promote their products through engaging livestreams and interactive challenges. - **Cross-industry Collaborations:** Companies can explore partnerships with unexpected industries to create unique marketing opportunities that generate buzz and engage audiences. - **Gamification in Marketing:** Incorporating gamification elements in marketing campaigns can attract and retain audience interest and create memorable experiences. ### Who This Affects Most - **Fashion:** The fashion industry can embrace livestreaming to showcase new collections and create immersive brand experiences for online audiences. - **Gaming:** The gaming industry can expand its reach by partnering with fashion brands to host innovative campaigns that incorporate online gaming and challenges. - **Wellness:** Wellness brands can use interactive challenges and events, like yoga classes, to promote healthy living and partner with other industries to reach new audiences. ## Related on Trend Hunter - [Interactive Shopping Streams](https://www.trendhunter.com/trends/amazon-ads.md) - [In-Stream Shoppable Experiences](https://www.trendhunter.com/trends/elf-cosmetics-twitch.md) - [Immersive Video Shopping Experiences](https://www.trendhunter.com/trends/asos-live.md) - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md) - [Music-Inspired Fashion Ventures](https://www.trendhunter.com/trends/fashion-streaming-service.md) - [24/7 Live Shopping Streams](https://www.trendhunter.com/trends/247-live-shopping.md) - [Interactive App-Themed Game Maps](https://www.trendhunter.com/trends/the-glitch.md) - [Live Streamer Resource Hubs](https://www.trendhunter.com/trends/twitch-creator-camp1.md) - [Social Media-Inspired eCommerce Features](https://www.trendhunter.com/trends/amazon-inspire.md)