Introducing The Drop, a limited-edition shopping experience that's sure to make buying Amazon Fashion's top trends easier than ever before. Here's how it works: once you've signed up for text alerts, Amazon will keep you in the loop when each new collection drops. You'll then have 30 hours — I repeat, 30 hours — to shop The Drop's street style-inspired capsules via the Amazon App or mobile browser before they disappear... for good.

“The Drop is our latest innovation to bring our customers fashion trends from around the world,” said John Boumphrey, Vice President of Amazon Fashion Europe. “We partner with influencers to enable them to bring their fashion inspiration direct to our customers. Each collection is live for 30 hours and we make each piece only when a customer orders it.”

In addition to limited-edition collections, Amazon Fashion’s The Drop also offers ‘Staples by The Drop’ which are must-have wardrobe pieces which complement the influencer designed collections.