Faithfull the Brand

If influencers have taught us anything, it’s that fashion and travel go hand in hand. From island-hopping in style to dressed up desert music festivals, it wouldn’t be an adventure worth taking if they didn’t have the right wardrobe to fuel their wanderlust. But what makes for the perfect globe-trotting outfit? Faithfull the Brand says design, comfort and beauty.

Faithfull, a Bali-based label, has made quite a name for themselves since launching their boho brand in 2012. Taking over social media feeds one influencer and celebrity it-girl at a time, it’s no wonder their “off-duty” garments are instantly recognizable, even eight years later. 

Founded by friends Sarah-Jane Abrahams and Helle Them-Enger, the two met while in Indonesia and forged a friendship over fashion and more importantly, a love for travel. Their desire to start an ethical brand quickly turned into a reality, and at the core was a winning recipe for success—Scandinavian simplicity from Them-Enger’s Norwegian roots, mixed with Abraham’s laid-back Australian spirit and an overall commitment to sustainability.

Inspired by local Indonesian artisans and the ease of island living, Faithfull is a nod to Bali and those adventurous women who dare to take the road less traveled. “We aim to be the suitcase staple for our muse and her well-lived, well-traveled life,” said the designers. 

Putting sustainability at the forefront, however, isn’t just a trend that Faithfull follows. It’s one of the very reasons that they fall at the head of the pack amongst other young, contemporary designers. Each step of the process from design to sourcing and production is derived from native Balinese techniques.

“It is important to us that we know how our products are made and who is making them. We want to keep a personal connection with each and every one of our employees to ensure they are well taken care of. By being based in Indonesia and working so closely with these local communities, we are able to support and encourage local artisans to create beautiful handmade products.”

The brand’s philosophy is what tugs at heartstrings of consumers across the world, but it’s the clothes themselves and their feminine aesthetic that catches the eyes of women everywhere. Designed to be warm weather-ready and an ode to summers past, Faithfull’s vintage-inspired, Ulla Johnson-esque collections are effortless in fit and appearance. Think flowy dresses, floral prints and a youthful yet fun-loving vibe sported by leading ladies like Vanessa Hudgens, Jenna Dewan, Bella Hadid and Margot Robbie.

For Spring 2020, Faithfull took to the luxe seaside location of Côte d’Azur, France for their latest Riviera campaign. Set against the backdrop of Villa Ephrussi de Rothschild—a pink Renaissance-style palace with one of the most famous gardens in all of France—model Frederikke Sofie showcases Faithfull’s romantic designs while blending seamlessly into the Mediterranean surroundings.

“While planning our campaign, our directors fell in love with the backdrop of Villa Ephrussi de Rothschild for its colorful and femme tone palette, and beautifully rich landscape. We were over the moon when given the chance to shoot here.”

Most obviously, botanical patterns and pastel hues are carried through the collection as the overarching theme of spring, and clothes are accompanied by kitten heels, dainty purses and cap sleeves. “A sweetly toned palette and array of vintage-inspired prints, with ladylike accents reminiscent of the 1950s,” is how the designers described it. A mix of must-have silhouettes from smocked dresses and cropped separates to cheeky swim and flirty skirts, there’s a lightness to this collection that encapsulates the nature of the season. A classic-cool flair that just feels timeless.

Photography by Jason Lee Parry