Amazon unveils Truth & Fable occasionwear brand

By

Sandra Halliday

Published
Apr 5, 2018

Amazon has unveiled a new women’s occasionwear fashion brand called Truth & Fable. It has just launched its first collection, for SS18, which includes separates, dresses and suiting. 

The company said it will provide “design-led special occasion pieces for women looking to be the best-dressed guest all year round, whether at a wedding as guest or bridesmaid, a black tie event or a party with friends.”

The move comes as Amazon ramps up its fashion offer in the UK and Europe and follows last autumn’s unveiling of the giant Find collection for women and men. This went from day to evening, from outerwear to office, and from party to relaxing indoors. 

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Truth & Fable has a much narrower remit and the company said the inspiration for the collection comes from red carpet dressing “where individuality is key.” 

So what does that mean in practice? Prices range from £34 to £135 and there’s a femininity focus with a contemporary edge. The offer includes embroidered and embellished dresses, plus full-length slips in this season’s ice cream pastels and subtle brights. There are also more structured guipure lace midi dresses, a selection of black cocktail dresses and a bold white trouser suit.

The Truth & Fable offer adds a third string to Amazon’s fashion bow in Europe. As well as the all-encompassing Find collection and now this occasionwear focus, it also markets Iris & Lilly, a contemporary lingerie label.