(NEW YORK) -- Amazon kicked off a new service Tuesday that will make fashion available to consumers directly from designers and boutique brands.
MyHabit.com, Amazon's new private sales site, began offering sales at 9 a.m. PST Tuesday and features high-quality photos and videos of the fashions on live models, according to TechCrunch.
Much like its competitors such as Gilt Groupe and Beyond the Rack, MyHabit will hold daily sales events with offers of up to 60 percent off designer styles.
Maria Renz, Amazon's former vice president of Shoes, Jewelry & Watches, will head the new retailer.
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