Amazon elbows its way into fashion with launch of new clothing line
Amazon employees make preparations for Amazon Fashion photography studio’s launch party in London Getty Images

Amazon has discreetly launched its own line of clothing. It includes at least seven private labels across 1,800 products, including women's accessories like bags and shoes, children's wear and items for men.

Amazon now owns labels such as Lark and Ro, Scout and Ro, Society New York, James and Erin, Franklin and Freeman, Franklin Tailored and North Eleven, the WWD reported.

Amazon is yet to confirm the launch of its original clothing line. Jeff Yurcisin, vice president of Amazon Fashion, had indicated that the company was looking to make such a move at the WWD Apparel and Retail CEO summit in New York in October 2015.

The company is currently expanding its fashion division by advertising jobs for its private label team.

In a statement to Buzzfeed, Yurcisin said: "For Amazon, we know our customers love brands, many of the brands in this room...and that's where the lion's share of our business comes from. When we see gaps, when certain brands have actually decided for their own reasons not to sell with us, our customer still wants a product like that."

Earlier last week, IBTimes UK reported that Amazon was in talks with former Marks & Spencer (M&S) women's wear head Francis Russell, who is in the running to be hired for one of the senior positions in the company's fashion division.

The fashion foray is reflective of Amazon's desire to ensure that its consumers have more choice when browsing through products. The company plans to focus on products not provided by third-party retailers, in the hope of ensuring that consumers stay loyal to its site.