SHIFTING by Cloto ( Rebelodia)

For Shifting by Cloto, a sustainable fashion brand now merged with Rebelodia, I developed the naming of the line When Opera Meets Rock and curated the entire narrative direction: concept, copy, and visuals that bring together elegance and rebellion, culture and style, sustainability and personal identity.

Shifting is a sustainable fashion brand built around a clear idea: change as a form of expression.

The project was created to reshape personal identity through modular garments, interchangeable details, and an aesthetic that blends tailoring, music, and contemporary vision.

I led the brand’s narrative and textual direction, defining its tone of voice, claims, and digital communication content. I developed the naming of the line “When Opera Meets Rock”, merging classical culture and rock language into a bold and recognisable identity.

My work included writing copy for campaigns, advertising, presentations, and social media, creating visual concepts, developing narrative layers for each garment, and shaping a language consistent with the brand’s values: sustainability, modularity, and aesthetic freedom.

The goal was to build a communication system able to present fashion not as surface, but as personal transformation. Every detail, choice, and material becomes part of a broader story to wear and reinterpret.

Shifting is a project where writing, image, and identity converge to shape a conscious, flexible, and deeply contemporary style experience.

Role: Content Creator, Copywriter, Naming & Storytelling, Concept Designer

Period: September 2024 – Early 2025