‘It was Fayt’: Long-awaited label opens on Rundle Street
One of Australia’s most lucrative influencer success stories – and viral diamonte jeans – has landed its size-inclusive fits on Rundle Street.
The fashion brand founded by influencer and author Brittney Saunders has opened its first Adelaide store in the city’s east end.
Saunders’ Rundle Street store opens on Thursday in the old Oroton shopfront for a seasonal pop-up after Fayt’s previous attempts to open a permanent store in SA “fell through”.
Renew Adelaide – which activates vacant shops in the city – listed the Rundle Street storefront, which Saunders says “felt and looked perfect”.
“It’s one thing to want to open a store in Adelaide, but then to actually find a suitable space at the right time, a lot of things need to align…I came down with my partner, we viewed it, looked at each other and went ‘I think this is it’,” she says.
Saunders – who has 589,000 Instagram followers – launched FAYT The Label out of her garage in 2017, and has documented her evolution from being one of Australia’s earlier YouTube creators to becoming an entrepreneur. She’s since started a podcast Big Business, and published a book, Just Getting Started, about creating the size-inclusive, multi-million-dollar fashion brand that’s now expanding its brick-and-mortar footprint across Australia.
“I think one of the reasons that I’ve had so much success with it is because I’ve been open and transparent. I’ve always shared my business journey on social media,” she says.
“When I started, it wasn’t really the ‘cool thing’ to start a business nine years ago; now I feel like every Tom, Dick and Harry starts a business… I was embarrassed that I was doing it at home because I was like, oh, ‘people are gonna think I’m a phoney’,” she says.
“I just had an idea and went with it… but you just got to roll with it and take a chance on yourself and be willing to throw it all in and see what comes back.”
Saunders has tracked the journey on social media since she landed in Adelaide a few days ago, including a trip to Target to grab some last-minute art and a full-length mirror – but is staying tight-lipped about whether the brand will stay on Rundle Street permanently.
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“I know our Adelaide community is so excited to be able to come and shop in person because it’s something that a lot of women struggle with, there are all these online brands now that have inclusive sizing, but they’re still worried to shop online or worried it’s not going to be the right fit, and then you’ve got to send it back,” she says.
“I totally get it, so we hope that with this store, you know, it gives our Adelaide community the opportunity to come in for a few months, get to know us and our brand, try, feel, find their fit, and then ultimately, hopefully, then they’ll be more confident in the future to shop with us online.”
The in-store range includes the brand’s famed Diamonte-studded jeans, which you can see front and centre from the shop window, as well as items not yet available online, all in sizes six to 26.
Fayt the Label is open by appointment for the first couple of weeks, Saunders saying she wanted to “choose peace” and “avoid queues” like their past openings interstate.
Fayt’s Adelaide pop-up is located at 257A Rundle Street and is open for three months from August 20.
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