BRANDING
DESIGN
ILLUSTRATION
Brand identity and campaign for a high fashion rental company.
In this project, I was tasked with creating the branding and campaign for a high-end fashion rental company reshaping the industry from within. From its name, Clotho (one of the three Fates who spins the thread of life), to its bold typeface and hand-rendered visuals, I designed every element to leave a mark. The brand was built to stand out while remaining open. Imagery avoids faces, allowing users to see themselves in the brand and express their own identity. Clotho acts as both statement and canvas, rejecting the fashion world’s pressures around perfection and exclusion. It invites self-definition, reflecting a generation that values both style and sustainability. This isn’t just rental. It’s a revolution.
Clotho’s brand walks a line… bold enough to stand out, refined enough to sit alongside fashion’s biggest names. Each label within the platform gets a distinct, hand-rendered aesthetic, allowing Clotho’s identity to remain loud and unapologetic while nodding to the legacy of fashion’s heavyweights.
Clotho’s campaign, like its brand, is out to disrupt and redefine advertising itself. Borrowing from revolutionary visual language, Clotho embraces the defacement of its own posters. This is fashion unfiltered, turned inside out, and handed back to the viewer with power. At the same time, it highlights the accessibility of what was once out of reach. Luxury pieces are no longer reserved for the few but are available to anyone ready to rewrite the rules.
