This Season's Newest Fashion Designer Is...Amazon?

Silicon Valley isn't known for swaddling itself in designer garments. Only that hasn't stopped massive online retailers like eBay from trying to purchase their manner into the front row.

The latest company to attempt its hand at fashion is Amazon, which recently debuted vii lines of its own. The launch has been quiet; it didn't invite editors into ateliers or try to slip its merch onto any celebrities. Probably with good reason; the designs are much more middle of the road than loftier street.

With the exception of Lark & Ro and Scout + Ro, you won't discover any special storefronts for these lines on Amazon, but we sought them out and sized them up.

Franklin & Freeman
With a proper name and styles that suggest a make like Cole Haan, Franklin & Freeman is a line of basic only fashionable men'due south shoes. Information technology'due south got a total stock of what a man's wardrobe needs: wingtip Oxfords, Venetian loafers, and Chelsea and chukka boots.

Franklin Tailored
Falling merely shy of Banana Democracy and J. Crew in terms of the modernity of cut and quality for men's suits, there'south Franklin Tailored. Men tin find wool suits for $250, rep ties and slightly more outré paisley ones for $25. Beyond those basics there's a velvet blazer that's Chuck Bass on a upkeep.

Chuck Bass

James & Erin
James & Erin is Chico's with less chic. It'southward drapey basics for women with a bit of plaid and peasant blouses in the mix. The most manner-y notice is a double-layer asymmetric dress.

Lark & Ro
Lark & Ro has a Brooklyn-friendly name merely is a trivial as well pedestrian for city streets. It's generally mumsy-ish cuts and prints that would blend right in at Talbots. Perchance because it'due south nigh leap, maybe because the print is its stock in trade, but there's some floral overgrowth in this line.

Florals for Spring

Due north Xi
Knit outerwear is what North Xi is known for so far. Ponchos that are punched up with color blocking and fringe, infinity scarves in earth tones, and hat-and-glove sets that are matchy-matchy, the line has them all sewn upwards.

Scout + Ro
Scout & Ro has swingy skirts for girls and pull-on pants for boys, as well every bit all the swim trunks and suits, shorts, and hoodies that volition go kids through the next flavor. The wearing apparel are basic but cute in brilliant colors and prints that pop.

Society New York
Ann Taylor Loft fans will find something to like at Gild New York. You can outfit an entire part with its shifts and sheaths, totes and saucepan bags.

This article originally appeared on PCMag.com.