Mouret joins the upscale American brand Oscar de la Renta as the second designer on board with Amazon’s newly launched Luxury Stores, which will offer Prime customers a “luxury shopping experience”. Mouret will reveal his new collection via a one-minute video on Amazon in lieu of a catwalk show. The move into high fashion represents a further Amazon inroad into owning cultural space, hot on the heels of investment in original streaming content and live sport.

Mouret’s Amazon boutique will not be a discount outlet, but a platform for “the brand the way it is”, with the same product and pricing. A fitted dress in draped crepe, with signature origami-fold neckline and full-length gold back zip, will retail for around £750. A “View in 360” feature will allow shoppers to input their own measurements and skin tone in order to see how a dress will look on them.