The Best Prime Day Fashion Deals (Happening In Real Time)

The staggering volume of too-numerous-to-count deals that occur on Prime Day have been described to in many ways. Amazon optimistically refers to them as a parade. How fun! We’ve also heard them called an “extravaganza,” “a digital juggernaut of deals and discounts,” and a “shopping bonanza.” (Full disclosure: That last one was me, in another post.) Anyway: Get the picture? There are supposedly over one million deals floating through the Amazonosphere since the Prime Day clock starting ticking at 3 a.m. EST this morning, and if you’re feeling a little overwhelmed, you’re not alone. Our most pressing question on this sale-iest of sale days: How can we ride the wave of deals to find the best prices on fashion?
We already know that Amazon is an untapped resource for stylish finds, be they compliment-grabbing swimsuits, Instagram-worthy handbags, or this really good puffy headband seen on R29 fashion editor Eliza Huber, so we’re actively tracking down the best of what’s on sale in the “wearables” department — and no, we’re not talking tech gadgets (although if you’re interested in that kind of thing there’s plenty to shop). And don’t think Amazon is only home to left-field finds — we found major savings on big-name labels like Calvin Klein, Ray-Ban, and Levi's. So bookmark this post to get on the best fashion deals that are happening today and tomorrow — and remember that there are a paltry 50 million U.S. residents hitting up Amazon today, so if you see something you like, grab it.
At Refinery29, we’re here to help you navigate this overwhelming world of stuff. All of our market picks are independently selected and curated by the editorial team. All product details reflect the price and availability at the time of publication. If you buy something we link to on our site, Refinery29 may earn commission.
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Stuart Weitzman At 50% Off

We thought this one was too good to be true, and it almost is: Stuart Weitzman’s cool, athletic SW-612 sneaker is marked down down 50% off. Word to the wise: this is a lightning deal, and as I type this, it is “19% claimed” — meaning that the inventory is actively dwindling. Don’t pause if you feel like you need these in your life.
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J. Crew Mercantile up to 50% off

J.Crew’s outlet-only imprint offers all of the brand’s signature preppy-with-a-twist staples, without the steeper price tags. You can get even deeper discounts on Prime Day, when the selected pieces from the Mercantile collection up to 50%. (Pro tip: if you don’t feel like browsing every piece, check out our handy-dandy roundup for the best bets.)
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Discounts On Select Loeffler Randall Styles

Hiding among the more casual finds are some eclectic, summer-ready Loeffler Randall kicks. We found sunny persimmon wedges, go-with-everything slides (not technically on sale, but a steal at under $80), and even a pair of beautiful knee-high boots (if you’re ready to make an investment in your fall wardrobe).
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Calvin Klein Underwear Up To 65% off

When we hear the words “sale” attached to Calvin Klein, we go straight for one thing: underwear. Prime Day means discounts on CK clothing and intimates for men and women, but we’re most excited about the steeper discounts on bras and panties.
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Discounts on select find. styles

Amazon launched this trend-driven collection in Europe two years ago, and we’re so glad it finally arrived stateside. The entire range — apparel and footwear alike — is definitely browse-worthy, and you’re sure to stumble on a Prime Day deal or two, like this paisley midi skirt, which is here to replace the leopard midi skirt as the silhouette of the summer.
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Iconic Britney Merch at 20% Off

Did you guys know that Britney Spears had a merch store on the ‘zon? Neither did we, but thank god we know about it now. While it mostly consists of a surprising plethora of fragrances, there are a handful of tees — including this one, that launched today with a 20% discount. (Psst: check the “coupon” box to get the savings)
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Levi’s Wedgies at 30% Off

This news deserves its own slide: Levi’s butt-lifting, universally flattering “Wedgie” fit, which is available on Amazon in sizes 00 to 14 in three wearable summer washes, is 30% off during Prime Day. Run! Your butt will thank you (for the jeans, and for the exercise).
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Classic New Balance Styles Up To 40% Off

We’ll never tire of New Balance’s colorful, retro-flavored styling — they’re the perfect sneakers for working out and running around in style. On Prime Day, a few of the classic ’70s silhouettes (each in over 15 colorways!) are marked down.
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Lily Parker Denim Dress At 50% Off

Hiding in plain sight is the easy summer dress we didn’t know we needed — but now that we’ve spotted it, we’re definitely adding it to our carts. We’ll wear this denim pinafore with a T-shirt now and layer it over black tights and a turtleneck come September.
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Adidas Up To 30% Off

Discounts on the sporty heritage brand are in full swing on Prime Day, so we’re stocking up on summer sneakers and covetable logo tees.
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Activewear Up To 30% Off

We’re always in need of new workout clothes, so it’s very convenient that a selection of high-performance brands (Reebok, Danskin, Champion, and yogi-centric Gaiam) is marked down 30% for Prime Day. Not to be missed? Amazon’s in-house activewear brand Core 10.
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Splendid Up To 30% Off

This optimistically named imprint specializes in super-soft basics and loungewear to sport in or out of the house. Thanks to Prime Day, you can stock up on easy-wearing must-haves like this colorblocked dress or one of the brand’s best-selling tank tops.
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Summer Shoes Up To 30% Off

Kicks both stylish and functional from brands like Calvin Klein, Dansko, Naturalizer, Clarks, Puma, and Ecco are 30% off on Prime Day.
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No-Brainer Work Wear Up To 30% Off

Lark & Ro is one of our favorite brands for office-friendly staples at manageable prices. Snag an easy-wearing dress, stretchy ponte pants, or a printed button-down for 30% off during Prime Day.
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Intimates and Loungewear Up To 30% Off

PJs, socks, bras, and underwear — you can fill your entire intimates drawer with marked-down unmentionables from brands like Bali, Warners, Fruit of the Loom, and Jockey.
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Frye Braided Sandals At 20% Off

The heritage brand’s leather goods are of top-notch quality, but don’t think its offering are limited to motorcycle boots. These leather sandals garnered customer praise for comfort and style, and at 20% off they’re a no-brainer.
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Amazon Brands Up To 50% Off

Amazon’s in-house brands are one of the site’s best-kept secrets — the well-priced basics from lines like Daily Ritual and Amazon Essentials are designed to be worn all the time. Customers sing the praises of pieces like this perfectly simple T-shirt dress — 300 reviews from enthused women describe its “on-point” fit and supreme comfort. We also loved these chic chino shorts and windowpane-printed ankle pants.
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Under Armour Up To 40% Off

A super-soft sports bra for small- to medium-sized chests, this Under Armour piece is one of many in the women’s activewear collection that’s on sale for Prime Day.
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Outdoor Gear Up To 40%

A whole pack of outdoor and camping gear is marked down up to 40% for Prime Day, but we zeroed in on this simple, high-capacity tote bag that looks both chic and office-friendly.

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