Amazon's designer fashion subsidiary has revealed a massive overhaul.
New York-based Shopbop, which sells Australian brands such as Alex Perry and Alice McCall, has debuted an all-encompassing brand refinement.
This includes a new logo, colour palette and product design as well as changes to its loyalty program, checkout improvements and search utilities.
Shopbop CEO Darcy Penick said the refinement was essential.
"After taking a close look at who we are as a brand, we made a decision to reimagine our look and feel to better service our customer, and best position our brand for the future."
The brand has supported the overhaul with a new fall 2017 campaign, 'Make Shopbop Yours'.
The 'Make Shopbop Yours' campaign will launch with unique photo content, spanning all digital channels – email, social media and homepage – as well as outdoor media including taxi tops and street posters.
Hosted across desktop, tablet and mobile, the campaign features the latest fall product, styling guidance and imagery.