When Catherine, Duchess of Cambridge, visited The Nook in Framingham Earl, Norfolk, as part of Children's Hospice Week, on Thursday, June 25, she donned a Dh815 floral Sidonie midi dress by Faithfull the Brand that was perfectly suited to the occasion.
The duchess was there to help create a new garden for a children’s hospice, and proved herself willing to get her hands dirty as she planted strawberries, sunflowers, lavender, geraniums and herbs.
This was the first time she was seen sporting Faithfull the Brand, a sustainable and travel-friendly label from Bali that has taken the fashion world by storm with its soft colour palettes, floral patterns and east-to-wear, gently flowing silhouettes.
The brand’s dresses, separates and swimwear are made to be thrown on while on the go (with no ironing necessary). Featuring women of all shapes, sizes and skin tones, the brand’s Instagram feed points to its inclusive approach.
Launched in 2012, Faithfull the Brand is the brainchild of Australian designer Sarah-Jane Abrahams and Norwegian designer Helle Them-Enger, who met while travelling in Bali. Together, they conceived a label for women, who, like themselves, want to feel comfortable, chic and confident both on their travels and at home. "We aim to be the suitcase staple for our muse and her well-lived, well-travelled life,” they say.
They partnered with manufacturers in Bali to create handmade garments, developing long-term, mutually beneficial relationships with the artisans they work with. “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.”
Now also stocked on Net-a-Porter and in Selfridges, Faithfull the Brand is at the vanguard of a new breed of mid-priced designer labels that are committed to ethical business practices. And as consumers become increasingly mindful of the values of the brands they invest in, it is concepts like these that will win the day – as the Duchess of Cambridge is no doubt aware.