Our Story

FASHINFIDELITY’s story begins with Najah Onn’s personal mission to untangle the complex problems hidden in the fashion supply chain. While living in Perth, Australia, she set out to dissect the environmental and social footprint of every garment in her wardrobe, one piece at a time. This passion project was aptly named Deconstructing My Wardrobe – an exploration of how our clothing connects to larger global issues. You can read about how it all started here.

In 2017, Najah took a bold leap of faith. She quit her corporate job, sold all her belongings, and moved to Kuala Lumpur, Malaysia, to focus on business planning for her entrepreneurial vision.

By 2018, FASHINFIDELITY was officially born. It was during this time in Malaysia that Joanne Nathaniel, a fashion graduate, discovered Najah’s work. Intrigued by Najah’s unwavering drive to spotlight sustainability within the South East Asian fashion landscape, Joanne reached out. Their shared passion for exploring the human and environmental impacts of fashion – as well as their curiosity about the local industry’s evolving awareness of these issues – sparked an immediate connection.

The year 2020 brought unexpected challenges as COVID-19 lockdowns left Najah stranded in Melbourne, Australia, where her family resides. Determined to keep FASHINFIDELITY thriving and its critical messages reaching the world, Najah turned to Joanne Nathaniel for support.

Although their paths had crossed back in 2018, it wasn’t until this pivotal moment in 2020 that Joanne officially joined FASHINFIDELITY as its first hire. Together, they worked on amplifying the platform’s message through branding, social media, and content creation. This collaboration marked a turning point in FASHINFIDELITY’s journey, as they refined the brand and expanded its reach, weaving purpose, creativity, and advocacy into every part of their work.

While navigating life in Melbourne, Najah balanced part-time work with her mission to advocate for sustainable fashion. She actively collaborated with clients in Malaysia, delivering webinars, creating educational content, and offering training in environmental and social governance (ESG) – all through virtual platforms. Despite the physical distance, the momentum of FASHINFIDELITY only grew stronger, proving that passion and purpose know no boundaries.

Over the past four years, our presence on Instagram has grown into something truly special. Through conscientious, thought-provoking content, FASHINFIDELITY has earned a remarkable level of trust within the sustainable fashion community. Our voice resonates with those who seek more than surface-level conversations – it’s about inspiring change and driving awareness.

Today, FASHINFIDELITY serves a primarily Malaysian audience, making up 57% of our following. Beyond that, 9% of our community is based in Indonesia, 7.8% in the USA, 7.2% in Singapore, and 5.9% in Australia, with the remainder spread across the UK and other parts of the world. This truly global audience reflects the relevance of our work across borders.

Our content has also achieved outstanding engagement. In the last two years, our top 45 posts (including Reels) recorded an engagement rate by reach of 6.6% – far surpassing industry averages for Fashion and News & Media. Our lifetime engagement average stands at 2.77%, a testament to the value our audience places on our message.

We proudly identify as a News and Media Service on our largest platforms, Instagram and Facebook, continuing to amplify the stories, insights, and calls-to-action that define the heart of FASHINFIDELITY.