How Faithfull the Brand Became Fashion's New Obsession

last updated 6 June 2019

When it comes to shopping, we’re all guilty of reverting back to our favourite haunts (you know, the brands where we know exactly what to expect, which size we need and which styles suit us best). However, the intrepid shopper knows that some of the best sartorial gems are found off the beaten path, and chances are you’ll come across something pretty special.

This season, there’s a brand that had previously flown under the radar that everyone’s now going crazy for. We’re talking about Faithfull the Brand, the label that’s won over the likes of Lucy Williams and Monikh Dale with its beautiful designs. Founded in Bali, Indonesia in 2012, each piece is dyed, printed and made by hand by local artisans. The collections are made with the modern traveller in mind, with many of the patterns inspired by fabrics collected from vintage markets all over the world. Essentially, it’s wanderlust in clothing form.

Oh, and 2019’s obsession with shirred dresses can be traced back to Faithfull the Brand’s Castilo dress, which has become one of the summer’s must-have items. We’re of the opinion, however, that Faithfull’s skirts, tops, trousers and swimwear are just as good as its frocks. Keep scrolling to see Faithfull the Brand’s loyal legion of fans, and then shop our edit of the best pieces.

(Image credit: @lucywilliams02)

Lucy Williams pairs her minidress with a pair of Velcro-strap sandals. How very 2019 of her.

(Image credit: @sabinasocol)

French fashion icon Sabina Socol looks incredible in this ocean-blue ruffle-strapped midi.

(Image credit: @monikh)

Of course, Monikh was one of the first to loan the brand her support. So much so that Faithfull has even named a bikini after her.

(Image credit: @maria_bernad)

The brand’s now-iconic Castilo dress looks as if it was made for Maria Bernad. The elasticated, shirred bodice means it’ll also look incredible on fuller busts.

(Image credit: @melodievaxelaire)

The brand’s matching printed co-ords are proving just as much of a hit as its pretty dresses. We love how Melodie has upped the beauty vibe by wearing hers with raffia accessories.

(Image credit: @bubblyaquarius)

Faithfull’s dresses make for an incredibly cool wedding-guest outfit option, as Rachael Clifton proves.

(Image credit: @collegevintage)

Sara Esudero wears her Faithfull the Brand bikini with a pair of matching trousers and an oversized market basket bag for a day on the beach.

(Image credit: @oliviavlopez)

Olivia is the ultimate in holiday style goals with her tie-front top and floral-print wrap skirt.

Shop our Faithfull the Brand Edit

Faithfull the Brand

Castilo Shirred Floral-Print Crepe Midi Dress

Faithfull the Brand

Monikh Shirred Checked Bikini

Faithfull the Brand

Daphne Red Floral Minidress

Faithfull the Brand

Frankie Ruffled Shirred Floral Jumpsuit

Faithfull the Brand

Frida Bag

Faithfull the Brand

Rowe Smocked Floral-Print Crinkled Crop Top

Faithfull the Brand

Scelsi Cropped Linen Pants

Faithfull the Brand

Noemie Leopard Midi Dress

Faithfull the Brand

Jamais Wrap Top

Faithfull the Brand

Kamares Ruffled Wrap-Effect Floral Skirt

Faithfull the Brand

Maple Check Midi Dress With Tie Front

Faithfull the Brand

Lucy Ruffled Floral-Print Crepe Wrap Top

Faithfull the Brand

Gabrielle Floral-Print Crepe Wide-Leg Pants

Faithfull the Brand

Vanelli Minidress

Faithfull the Brand

Laurent and Abbey Tie-Detailed Floral-Print Bikini

Faithfull the Brand

Sainte Marie Shirred Linen Jumpsuit

Up Next: 5 beachwear brands that’ll be all over Instagram this summer—mark our words.

Maxine Eggenberger is Who What Wear UK’s deputy editor and has over thirteen years of experience in fashion journalism. She been creating engaging and elevated style content specifically for Who What Wear UK since 2018, covering runway reports, emerging trends, long-form features, self-styled shopping stories and columns, including her edit of the best new-in buys. She ensures the highest editorial standards are met across the site, leads the editorial team in their SEO strategy and keyword planning, works closely with the beauty team on content initiatives, represents the brand at industry events, and regularly contributes to social media, including her own Who What Wear UK TikTok franchise, French Style Fridays. Previously, Maxine appeared on ITV's This Morning in her own fashion segment and has interviewed countless celebrities—everyone from Victoria Beckham to Oscar winner Lupita Nyong’o.

Prior to Who What Wear UK, Maxine’s career began when, after completing her first-ever internship at Look magazine, she was offered a position on the brand's fashion desk. She accepted, leaving university a year early in the process. Her passion and natural talent for writing and styling meant she swiftly rose through the ranks to become the title's fashion news and commercial content editor, with a stint as InStyle.co.uk’s fashion and beauty writer along the way. She later served as Look’s acting Editor in Chief, overseeing both print and digital, before embarking on a successful freelance career, working with Grazia, The Pool, and Marie Claire amongst others.

Maxine is based remotely from her countryside home near Edinburgh where she spends her downtime renovating her house, walking her dogs, hosting friends and trying to master the art of making Old Fashioned cocktails.