Faithfull The Brand: Vintage-Inspired Resortwear with Ethical Roots
Origins
Founded in 2014 by Sarah-Jane Abrahams (Australia) and Helle Them-Enger (Norway), Faithfull The Brand was born out of a desire to create timeless resortwear with an ethical foundation. The duo met while living in Bali and established the brand’s headquarters there, building a business model centered around handmade production, transparency, and craftsmanship. Faithfull became an instant favorite for its nostalgic prints, flattering cuts, and easygoing yet elegant silhouettes.
Ownership
Faithfull The Brand is a privately held company, still led by its co-founders. The brand remains independently operated with a strong focus on ethical practices, fair labor, and slow fashion principles.
Aesthetic
Faithfull is beloved for its bohemian-meets-vintage aesthetic — think linen dresses, pastel floral prints, puff sleeves, and delicate smocking. Each piece is designed to evoke travel, romance, and the charm of sun-drenched destinations. The color palette is soft and earthy, the silhouettes are effortlessly feminine, and the vibe is eternally summer.
Signature Pieces
- The Marie Dress – A bestselling shirred midi with puff sleeves and a vintage-inspired print.
- Linen Co-ord Sets – Tailored linen tops and skirts that channel coastal elegance.
- The Las Olas Jumpsuit – A belted, wide-leg jumpsuit with an open back, perfect for balmy nights.
- Swimwear – Minimal but charming bikinis and one-pieces made from OEKO-TEX®-certified fabrics.
- Hand-Dyed Kaftans – Lightweight and hand-dyed in Bali, perfect for beach-to-brunch styling.
Legacy
Faithfull rose to prominence thanks to its Instagrammable silhouettes and sun-soaked lookbooks, becoming a go-to for summer travel wardrobes. The brand helped define the modern resortwear category by merging sustainability with style, and it continues to be a favorite among fashion editors and influencers. It has also earned credibility through transparency about its production process, working closely with local artisans in Bali.
Famous Fans
- Margot Robbie – Often spotted in Faithfull’s breezy midi dresses.
- Elsa Hosk – A fan of their nostalgic two-pieces and sundresses.
- Jessica Alba – Frequently wears Faithfull pieces for casual events.
- Gigi Hadid – Seen in Faithfull swimsuits while vacationing.
The Future
Now B-Corp certified, Faithfull is doubling down on sustainability and long-term impact. Upcoming collections include continued experimentation with plant-based dyes, zero-waste packaging, and regenerative agriculture partnerships. With a growing global stockist list and seasonal drops that sell out fast, Faithfull is setting the standard for ethical resortwear that doesn’t compromise on beauty.
