# eCommerce Occasionwear Brands Amazon's 'Truth & Fable' Takes Cues from Red Carpet Style By Laura McQuarrie | Published 2018-04-06 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/amazons-truth-fable References: [fashionunited.be](https://fashionunited.be/fr/actualite/mode/amazon-lance-une-nouvelle-marque-destinee-aux-grandes-occasions/2018040413809) & [amazon](https://www.amazon.co.uk/New-Arrival-Womens-Clothing-TRUTH-FABLE/?tag=trenhunt0f-20) [Amazon's](https://www.trendhunter.com/trends/amazon-fashion-europe) 'Truth & Fable' is an all-new women's occasionwear brand and the third [private fashion label](https://www.trendhunter.com/trends/amazon-haul) to be offered by Amazon, alongside the streetstyle brand Find and lingerie brand Iris & Lily. The Truth & Fable SS18 range includes a collection of 28 dresses, suits and separates, all of which take inspiration from elegant red carpet style, as well as 1950s party dresses and even fashions sported by women who attended horse racing events during the 1980s. These garments are specifically touted as one that are perfect for weddings, parties and a range of other formal events. Some of the stunning styles that are currently available from Amazon's Truth & Fable include embroidered dresses, long dresses in soft pastel colors and structured short lace dresses. ## Trend Insights (Trend Hunter) - Score: 6.0/10 - Popularity: 82% | Activity: 89% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### Key Themes Behind This Trend - **Occasionwear:** Disruptive innovation opportunity in creating occasionwear brands that capture red carpet style and cater to formal events. - **Ecommerce Fashion Labels:** Disruptive innovation opportunity in launching private fashion labels on ecommerce platforms like Amazon. - **Inspired Collections:** Disruptive innovation opportunity in creating fashion collections that draw inspiration from iconic styles and eras. ### Where This Applies - **Fashion:** Disruptive innovation opportunity in the fashion industry by creating occasionwear brands that target specific events and styles. - **Ecommerce:** Disruptive innovation opportunity in the ecommerce industry by expanding and launching private fashion labels on digital platforms. - **Retail:** Disruptive innovation opportunity in the retail industry by offering curated collections that cater to specific fashion inspirations. ## Related on Trend Hunter - [Modern Occasion-Focused Apparel](https://www.trendhunter.com/trends/the-plus-one-edit.md) - [One-Stop Wedding Shops](https://www.trendhunter.com/trends/af-wedding-shop.md) - [Efficient Made-To-Order Wedding Services](https://www.trendhunter.com/trends/madetoorder-dresses.md) - [Summer Bridal Guest-Of Collections](https://www.trendhunter.com/trends/bridal-guestof-collection.md) - [Modern High-Fashion Dresses](https://www.trendhunter.com/trends/terani-couture.md) - [Curated Summer Bridal Collections](https://www.trendhunter.com/trends/bridal-atelier-collection.md) - [Romantic Summer-Ready Apparel](https://www.trendhunter.com/trends/alessandra-rich.md) - [Holiday-Inspired Evening Wear Campaigns](https://www.trendhunter.com/trends/mcqueen-holiday-2025.md) - [Livestreamed Fashion Campaigns](https://www.trendhunter.com/trends/amazon-fashion-europe.md)