Find: Amazon’s own-label clothing line is an online hit with prices starting from £10

Trend-led and reasonably priced, what more could you want?

The brand's new campaign serves to boost its fashion credentials and prove it can take on high street competitors

So far your purchase history at Amazon might be made up by bargain tech deals, books and boxsets but now you can expect to add fashion to that list too.

Following the success of its fashion business which has so far thrived on selling basics, Amazon has launched its own-brand clothing line and it’s anything but.

Before now, the brand’s take on fashion has been systematic and managed much in the same way that its deals on televisions are, but Find is about to change all that.

Developed by Amazon’s European fashion division – which has grown to include designer Karen Peacock, and Glen George, a former buyer for Primark – alongside simple staples, Find’s first collection features seriously fashionable items that tick all the autumn/winter trend boxes.

From two-tone wide leg jeans and hot-pink sock boots, to check blazers, slogan tees and trench coats, this is a strong collection that can be easily added in to your current wardrobe.

And, in addition to prices starting at just £10, we’re also pleased to see that the size range goes from X-Small to XXX-Large, making it a whole lot more inclusive than many high street stores.

Publicising the launch, Find has also launched a campaign to show off some of its hero pieces and simultaneously boost its fashion credentials with a shoot set in a 60s suburban housing estate.

Printed wrap dress, £35; Two tone jeans, £32; Patent kitten heel boots, £56 (Amazon Find)

“We are passionate about fashion and design for people who feel the same. We believe our customers have their own personal style and Find is about celebrating that,” said Glen George, director for Find.

“Our new campaign brings the playful and effortless ethos of find. to life, allowing our customers to explore and express their sense of self through their fashion choices.”

So, what are the best pieces to buy from Find?

Check blazer, £40; White tee, £10; Zip front jeans, £40; Sock boots, £49 (Amazon Find)

Luckily, there’s pretty much something for everyone here but one of the collection’s stand out pieces has to the check blazer which, at £40, promises to be a wise investment this season especially when paired with the Heroiques slogan t-shirt.

Alternatively, if it’s a statement piece you’re after look no further than Find’s red floral wrap dress, which looks just as great teamed with stark-white tennis shoes as it does a pair of ankle boots come winter.