Content
Enrich our knowledge
Our Media & Content section delivers the latest updates on sustainable fashion trends, news, and events. We collaborate with like-minded businesses, individuals, brands, and organisations that align with our values, creating partnerships that strengthen our mission while adding value to theirs.
Community
Support our growing community
Our Community section is a space for connecting with fellow sustainable fashion practitioners, sharing ideas, and fostering meaningful relationships. We’re proud to be part of a broader movement driving systemic change to create a more equitable and sustainable future for the fashion industry.
Consultancy
Take support to the next level
Our Concultancy & Advisory services empower businesses and manufacturers to adopt more sustainable practices. Whether you’re an educational institution, a multifunctional corporation, or a small to medium enterprise, we’re here to guide you on your sustainability journey and help you create meaningful impact.
Our journey
Since our early blogging days, we have now evolved into a trusted voice in sustainable fashion advocacy, learning, community and advisory. Read more about our journey below.
FASHINFIDELITY began as founder Najah Onn’s personal mission to untangle fashion’s hidden environmental and social costs. While living in Perth, Australia, she launched Deconstructing My Wardrobe, exploring the global impact of every garment she owned. In 2017, she took a leap of faith—quitting her corporate job, moving to Kuala Lumpur, and turning her vision into reality. By 2018, FASHINFIDELITY was born. It was at this time that fashion graduate Joanne Nathaniel discovered Najah’s work and, drawn to her dedication to sustainability in Southeast Asia, reached out. Their shared passion for fashion’s social and environmental impact sparked an immediate connection.
Despite the challenges of 2020, including Najah being stranded in Melbourne due to COVID-19, FASHINFIDELITY thrived. That year, Joanne officially joined as the first hire, helping to refine the brand, expand its reach, and deepen its advocacy. Over the years, our presence on Instagram has flourished, building a deeply engaged, globally connected community. Najah continued working with clients in Malaysia, offering webinars and ESG training, proving that purpose knows no boundaries.
In the past five years, FASHINFIDELITY has built a highly engaged global audience, with strong roots in Malaysia and growing influence in Indonesia, the USA, Singapore, and Australia. Our content consistently outperforms industry engagement rates, reflecting our role as a trusted voice in sustainable fashion.
Now, as we look ahead, FASHINFIDELITY is expanding beyond content and media into Community Building, Consultancy, and Advisory services. A major milestone will be the launch of #FFCollective—a dedicated platform to foster collaboration and action for a more sustainable fashion industry in Southeast Asia. Rooted in our rich heritage, we are committed to disrupting the status quo and shaping a fairer future for fashion.
Our values
We don’t judge.We believe in
practical solutions to big
problems. We advocate for critical
thinking. We know engineering
solutions must be fit-for-purpose
and humanistic. We are
conscientious.
FASHINFIDELITY’s Brand Message
the #ffcommunity
Our #FFCommunity is a diverse, global network of conscious consumers, creators, artisans, and advocates driving change in fashion. With a strong presence in Malaysia and growing audiences worldwide, they amplify our mission through active participation in campaigns, events, and initiatives.
our digital impact
2022 – 2025
Building a Southeast Asian movement for
fashion sustainability, one story at a time.
+840K
total content views
Content that connects
Reels with up to 21K+ views
top engagement: 25.7%
community favourite: #FFSpotlight series
1,800+
new followers gained
We don’t just get seen
85% story completion rate
Avg. engagement rate: 3.6%
Thousands of shares & saves
48%+
followers growth in 2022
A growing global family
from malaysia to the us, australia, singapore and the uk, our audience spands 40+ countries.
You can request our Programs Deck for detailed insights into
our audience demographics and engagement via
meet the team
#ffcollective
Our new initiative, #FFCollective, is a diverse and inclusive group of professionals united to advance the sustainable fashion landscape in Asia. We bring together multidisciplinary expertise from across the sustainable fashion ecosystem, fostering intersectional thought and collaboration to tackle challenges that are often approached in a siloed way.
Do you have a unique voice or expertise to contribute to the sustainable fashion space ?
Learn more about
FFCollective
