Butterflies in Bloom

A butterfly isn’t born with wings. It starts as something small, unassuming - a tiny caterpillar inching its way through the world. It faces the unknown, retreats into a cocoon, surrendering to the darkness, trusting in its transformation. Then, one day when the time is right, it emerges - radiant and free.

Butterflies have always been at the heart of Fairy Tong, fluttering across our logo, packaging, and designs. They symbolise magic, patience, and transformation - the very essence of our journey.

Five years ago, Fairy Tong was just a dream. Like a caterpillar, I started small, taking careful steps, often unsure if I would ever reach my vision. There were moments of doubt, but I trusted the process. And now, this ‘Butterflies in Bloom’ Collection marks a full-circle moment, celebrating the journey that led me here.

So many magical milestones shaped Fairy Tong. I’ll never forget when the Aurora Butterfly Dress went viral in 2020, when Selfridges displayed our designs, when Netflix purchased our dresses for a No.1 movie premiere, or when we became the first womenswear brand to collaborate with the iconic Flower Fairies in a global level. Opening a pop-up on New Bond Street was another dream come true.

But the most meaningful moments? A customer saying our dresses made them feel beautiful for the first time. A bride choosing Fairy Tong for her special day. A customer with autism finding courage in our designs.

If you ever feel stuck in the in-between, remember that transformation takes time. Magic doesn’t happen overnight. But if you trust the process, one day, you’ll wake up and realise - you have wings.

With all my heart,

Tong, Founder & Director