Truth & Fable, the new womenswear fashion brand made by Amazon, has launched its first Spring/Summer 2018 collection with a range of occasionwear pieces including separates, dresses and suiting. Apparently Truth & Fable “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 fun party with friends.”
Customers purchasing items from the collection will enjoy free returns and a wide range of convenient delivery options including unlimited one-day delivery for Amazon Prime members.
Truth & Fable is fun, elegant and confident. We want to provide our customer with a beautifully designed, affordable outfit that will make them feel great at any occasion. We listen to our customers every day and they inspire us to design for them.
– Frances Russell, Vice President for Amazon Fashion Private Brands Europe
You can find the collection here. Inspiration for the Truth & Fable collections also comes from red carpet dressing where individuality is key. Feminine and contemporary, this new range offers embroidered and embellished dresses and delicate full length slips in this season’s ice cream pastels and subtle brights, along with more structured guipure lace midi dresses, a selection of timeless black cocktail dresses and a bold white trouser suit for standout style.
Amazon Fashion’s other private brands include find., a street style inspired brand for men and women, and Iris & Lilly, a contemporary lingerie label, both of which launched their first campaigns across Europe in 2017.
This is another example of how Amazon is a competitor to merchants as a retailer in its own right and it is also willing to offer top-notch service to shoppers to draw them in to buy. If you’re a fashion merchant, perhaps even in the women’s fashion sphere, what do you think about this new brand?