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Amazon is making fast fashion even faster.

The e-commerce used its Merch by Amazon screen-printing business to collaborate with a fashion brand, Nicopanda.

During its London Fashion Week show in 2018, Nicopanda will debut multiple designs on T-shirts created by queer writer and artist Hilton Dresden.

Utilizing Amazon's relatively little-known instant screen-printing business, Merch by Amazon, show attendees — and viewers anywhere — were able to immediately buy the T-shirts seen on the runway.

"Coupling Merch by Amazon's print-on-demand technology and Amazon smilecodes enables customers around the globe to shop fashion with a convenience and speed like they've never experienced," Miguel Roque, director of Merch by Amazon, said to Business Insider.

"We're thrilled to bring our innovative technology together with Nicopanda's fashion ingenuity."

There were four designs in total, each with images of anthropomorphized animals appearing underneath lyrics from pop songs.

For customers who are actually at the show, Amazon enabled its "smilecodes," which are like QR codes people could scan with their Amazon app to take them directly to the online shop. Everyone else could visit Amazon's dedicated page.

Orders are shipped with the full force of Amazon's e-commerce machine behind it and are eligible for free two-day Prime shipping.

It's an example of how Amazon uses its merch program to empower creators and others to instantly "capture moments," Roque said. The "see-now, buy-now" power, combined with the fast shipping, allows for an instant gratification effect.

Originally posted on Business Insider