OUR STORY
"Dream Fearlessly and Live Happily Ever After"
Fairy Tong was born from a childhood dream and a fearless leap of faith. Founded in London in 2020 by Yingtong Chung, the brand is a modern fairy tale brought to life.
Growing up, Tong's world was filled with bedtime stories of fairies, princesses, and magical realms. Her wardrobe mirrored those tales, brimming with pastel, frilly dresses that made her feel like the princess of her own fairy tale. But as she grew older and pursued an MBA in Luxury Brand Marketing, her life shifted. Working in the luxury fashion industry for four years, she found herself wearing black every day—a uniform that felt like armour, hiding her true self.
Each day, she longed for the joy and freedom her childhood wardrobe once gave her. Leaving behind a secure job during the pandemic wasn’t easy. It meant giving up stability and stepping into the unknown. But for Tong, the fear of never pursuing her dream was greater than the challenges ahead. Fairy Tong was born, not from external investments, but from her own savings, passion, perseverance, and an unshakable belief in the magic of following your heart.
OUR MISSION
Fairy Tong brings dreamy, ethereal design to life for the modern-day fairy princesses. Each garment is a wearable work of art, handcrafted by skilled seamsters in Guangzhou, China. With over 20 years of experience, these artisans bring exceptional craftsmanship to every stitch, taking up to two days to create a single piece.
Fairy Tong is more than just creating beautiful garments, it’s about the stories we tell, the confidence we uncover, and the happiness we share through our designs. Each piece invites you to embrace your inner fairy, find magic in the everyday, and feel truly unique.
Rooted in slow fashion principles, Fairy Tong values quality over quantity. Our limited-edition pieces aren’t just clothes—they’re keepsakes, treasures to be cherished for years to come.
The best part? Every seamster involved in making your garment is paid not just a living wage, but a competitive one. We take pride in the transparency of our process, so you’ll always know exactly who crafted your piece—creating a deeper, more meaningful connection to the art behind every stitch.
SUSTAINABILITY
At Fairy Tong, we cherish our beautiful planet as much as we cherish the art of fashion. Every piece we create is crafted with love, care, and intention—because we believe that true beauty should never come at the expense of our Earth. While we are not perfect, we are continuously striving to do better, embracing more sustainable practices every step of the way.
Thoughtful Production
We produce in small, limited quantities to minimise waste and excess inventory. Some of our designs are made-to-order or available for pre-order, allowing us to create only what is truly needed. This approach ensures that every piece finds a loving home while reducing overproduction and unnecessary waste.
Zero-waste Materials
To achieve zero waste, we repurpose leftover fabrics and trims whenever possible—turning them into samples, accessories, and other small creations instead of letting them go unused.
Eco-friendly Packaging
All of our orders are carefully wrapped in recyclable cardboard boxes, tissue paper, and paper stickers—designed to be reused, repurposed, or easily recycled.
A Promise to Evolve
We acknowledge that we are not yet fully sustainable, as some of our designs contain polyester. However, we are continuously sourcing and incorporating more sustainable fabrics to reduce our impact on the environment.
HANDMADE IS MAGICAL
Explore our blog post of The hand-making process of a Fairy Tong dress.
