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While all travel plans are on hold right now, there’s one brand you need to know about when sunnier times return. Meet Faithfull the Brand, the beach and travel-inspired label whose hand-crafted dresses and printed two-pieces are on the top of summer’s most-wanted list. If the name doesn’t sound familiar, their unique boho-sophisticated aesthetic might. Adorned by everyone from Instagram superstars Lucy Williams, Bettina Looney, and Monikh Dale, to models Irina Shayk, Bella Hadid and Oscar-nominee Margot Robbie, every one of these women has been drawn to Faithfull’s easy elegance. The Brand's pieces are made designed to be whipped out of a tote bag at a moment’s notice, ready to wear, no ironing or fuss necessary.


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Faithful the brand muse Lucy Williams in one of their coveted summer dresses.

Our RIVIERA shoot was photographed on 35mm film by Jason Lee Parry in Nice, France. It was shot on location at Chateau des Sources and Villa Ephrussi de Rothschild. Both highlight the beauty of France and the countryside around Grasse.

Faithfull the Brand


Founded by design duo Sarah-Jane Abrahams and Helle Them-Enger, Faithfull is exactly the kind of fashion the world wants right now; easy to wear, flattering and ethical. They met in Indonesia and their love of travel and vintage markets inspired them to create their own dream jet-set wardrobe. They set up a small workshop on the island, using local workers to produce their designs in 2012. Since then, Faithfull has slowly garnered a cult following, its dedicated workforce scaling in size as the label's demand does. It’s a modest, earth-kind approach to making fashion that has helped Faithfull create a buzz for all the right reasons.


This season’s stars include an azure-blue St Tropez rayon crepe maxi that yearns for water-side cocktails at sunset, lemon flared trousers that will look as chic with a bikini top on the sand as they will with a crisp white shirt for dinner, and a selection of printed shorts and playsuits in sherbet pinks and sophisticated florals, perfect for exploring new cities.


It's not just the fashion that fans of the label love, it's the complete Faithfull The Brand lifestyle. The design duo's #FaithfullTravels concept means that their website has become an online travel guide, where dream destinations meet inspiration on what to wear along the way. On Instagram a quick search of their #FaithfullGirls hashtag provides an endless scroll-through of sunshine-filled shots of happy customers modelling their latest wares.

In particular, florals represent the essence of FAITHFULL THE BRAND – to be feminine, kind to nature and always embodying a sense of softness.

Stay faithful, summertime and the brand's signature florals are coming to a wardrobe near you soon.