This Season's Newest Fashion Designer Is...Amazon?

Silicon Valley isn't known for swaddling itself in designer garments. But that hasn't stopped massive online retailers like eBay from trying to buy their way into the front row.

The latest company to try its hand at fashion is Amazon, which recently debuted seven lines of its own. The launch has been quiet; it didn't invite editors into ateliers or try to slip its merch onto any celebrities. Probably with good reason; the designs are much more middle of the road than high street.

With the exception of Lark & Ro and Scout + Ro, you won't find any special storefronts for these lines on Amazon, but we sought them out and sized them up.

Franklin & Freeman
With a name and styles that suggest a brand like Cole Haan, Franklin & Freeman is a line of basic but fashionable men's shoes. It's got a full stock of what a man's wardrobe needs: wingtip Oxfords, Venetian loafers, and Chelsea and chukka boots.

Franklin Tailored
Falling just shy of Banana Republic and J. Crew in terms of the modernity of cut and quality for men's suits, there's Franklin Tailored. Men can find wool suits for $250, rep ties and slightly more outré paisley ones for $25. Beyond those basics there's a velvet blazer that's Chuck Bass on a budget.

James & Erin
James & Erin is Chico's with less chic. It's drapey basics for women with a bit of plaid and peasant blouses in the mix. The most fashion-y find is a double-layer asymmetric dress.

Lark & Ro
Lark & Ro has a Brooklyn-friendly name but is a little too pedestrian for city streets. It's mostly mumsy-ish cuts and prints that would blend right in at Talbots. Maybe because it's nearly spring, maybe because the print is its stock in trade, but there's some floral overgrowth in this line.

North Eleven
Knit outerwear is what North Eleven is known for so far. Ponchos that are punched up with color blocking and fringe, infinity scarves in earth tones, and hat-and-glove sets that are matchy-matchy, the line has them all sewn up.

Scout + Ro
Scout & Ro has swingy skirts for girls and pull-on pants for boys, as well as all the swim trunks and suits, shorts, and hoodies that will get kids through the next season. The clothes are basic but cute in bright colors and prints that pop.

Society New York
Ann Taylor Loft fans will find something to like at Society New York. You can outfit an entire office with its shifts and sheaths, totes and bucket bags.