The cult label for a year-round vacation

It’s a feeling we’re all too familiar with. You’ve checked in for your flight, you’ve put your out-of-office on and now there’s just the small matter of packing the perfect holiday closet into a single suitcase. You need to be ready for any and every eventuality, whether you’re discovering the Italian riviera or dancing the night away at a Balinese tiki bar. Plus, because the best travelers are sustainably-minded, you’ll want to invest in pieces you can wear back home too. Which is exactly what inspired best friends and business partners Sarah-Jane Abrahams and Helle Them-Enger to launch FAITHFULL THE BRAND back in 2012. When they couldn’t find a label that met their demands, they created their own.

Traveling is the lifeblood of Faithfull The Brand. Abrahams and Them-Enger originate from Australia and Norway respectively but the business is based in Bali, where each and every piece is hand-dyed, printed and made by local artisans. The pair’s insatiable wanderlust is also a wellspring of inspiration for their designs: “Each collection begins with a location in mind. We always ask ourselves, ‘What would be the perfect outfit to wear there?’ – and it really shapes the colour palette, prints and shapes for the season.” The enchanting cruise 20 collection was based on the iconic Mexican resort town of Acapulco, picked for its association with halcyon days of the 1950s jet set. Idyllic vacation images by seminal society photographer Slim Aarons offer the perfect backdrop for a carefree collection imbued with a sense of fun and play. Consider the retro prints, sherbet shades, vintage two-pieces and ruffled details as Instagram catnip. And simply finish with cat-eye sunglasses and simple sandals for a failsafe getaway look.

One of the most empowering things about wearing a label helmed by women is the way it makes you feel, and FAITHFULL THE BRAND is no exception. From universally flattering ruching to a selection of hemlines that suit every woman, the label more than succeeds in their mission to make women “feel their best and carry themselves with confidence”. Just ask their legions of loyal, and decidedly global, followers, including perennial style icons Lucy Williams, Yan Chan and Emili Sindlev. In fact, FAITHFULL THE BRAND is so in touch with the women who wear it that, in a markedly modern move, they often take inspiration from their fans. Abrahams and Helle Them-Enger both cited a recent trip to Copenhagen as the reason this collection includes so many riotous prints clashed in such a carefree manner. “We were inspired by what the girls were wearing on the streets. Their relaxed and fun approach to fashion really inspired us, so we wanted to have a lot of fun designing this collection.”

There are a lot of things to love about FAITHFULL THE BRAND, not least the fact that their vibrant designs don’t just promise to enliven your vacation closet, but also your everyday look. From wide-leg jumpsuits to wear-with-anything midi dresses, there are plenty of pieces in their collections that translate effortlessly to colder climes too. “We like to transport our customers to that relaxed mode even in their daily lives. We believe in feeling this sense of freedom, ease and joy every day, whether you’re on holiday or not.” A summer state of mind all year round? Count us in.