⇒ Curated for India’s mobile-first generation, ‘SERVE’ builds on Gen Z’s demand for expressive, affordable, and fast fashion—offering 350+ brands, 2million+ products, rapid trend access, and a bold new design language.
Bengaluru 19 May 2025 – Amazon Fashion is doubling down on its commitment to Gen Z with the relaunch of its dedicated online storefront, formerly known as Next Gen Store, now named‘SERVE’, Dishing Out Style.The word ‘Serve’—meaning “to present oneself with confidence and style, often in a way that is considered impressive or striking”—is deeply rooted in contemporary Gen Z speak but has also surfaced in trending lexicon across generations, capturing the spirit of confident, standout self-expression across fashion, beauty, and beyond.’SERVE’ responds to this evolution, functioning not just as an online store but as a continuously refreshed destination that delivers on-trend styles while empowering individual expression. The online store has seen 3X increase in Gen Z customers and a 4X surge in shoppers from Tier II and III cities like Chandigarh, Kochi, Patna, Nagpur, Jaipur, and Surat, ‘SERVE’ is set to redefine how this crucial demographic engages with fashion.
‘SERVE’ offers an unparalleled selection with over 2 million products from more than 350 domestic and global brands, including new additions like Barcino, Tokyo Talkies, Highlander, The Bear House, Diljit x Levi’s, Mokobara, Casio, Chumbak, Cosrx, and Moxie. ‘SERVE’ caters to Gen Z’s dynamic tastes with a unique blend of fast fashion, sustainable options, and affordable styles. The store features monthly trend updates, seasonal lookbooks, and creator-curated style edits, reflecting micro-trends like Y2K revival, gender-fluid fashion, dopamine dressing, K-beauty, minimal glam, and conscious fashion. This new identity includes a fresh logo and design language that is visually compelling and authentic, and scalable across platforms. The on-site experience has been enhanced, prioritizing discovery, community, and trend-forward curation, with updated imagery styles and voice & tone that reflect Gen Z’s diverse interests and subcultures.
“After pioneering India’s first dedicated Gen Z store in 2023, we are elevating our commitment with ‘SERVE’,” says Nikhil Sinha, Director, Amazon Fashion India. “Our research consistently reveals this demographic values individuality and trend-alignment alongside affordability. With ‘SERVE’, we are democratizing trend-forward fashion—bringing inclusive, accessible style to all of India, particularly Tier II and III cities where we have seen over 40% YOY growth. We have created not just a shopping destination, but a cultural platform that empowers authentic self-expression through affordable style, making fashion a tool for confidence and creativity accessible to everyone.”
Leveraging extensive research, Amazon identified key Gen Z archetypes—from ‘The Trend-Hacker’ driving fast-paced microtrends to ‘The Elevated Everyday-ist’ seeking polished relevance. These insights now guide SERVE’s curation, featuring trending aesthetics like Clean Girl, Mob Wife Core, and Soft Boy Energy alongside practical categories like Budget Buys and Seasonal Drops. The platform’s digital-native experience, optimized for on-the-pulse discovery, brings Amazon’s speed and vast selection to a generation that values self-expression. With color curation spanning metallics to monochrome and over 350 brands, SERVE positions Amazon Fashion as the definitive destination democratizing trend-forward style across India’s diverse Gen Z landscape.
