Brand Concept
CLIFT was conceived around a central question: If an experience leaves a lasting emotional impression, does it not become a form of truth? The name reflects a philosophical inquiry into perception and memory — the idea that what lingers with us carries its own validity
While the collections were largely pared down and informed by menswear tailoring, each season was anchored by a conceptual framework designed to give the work both structure and narrative depth. Three recurring themes — Lost Arts, Misdemeanors, and Broken Hearts — served as creative guardrails, grounding the silhouettes in story and symbolism.
For the debut spring season, the “Misdemeanor” lens drew inspiration from the literary figure Oliver Twist, subtly influencing design details such as concealed pockets and delicate teardrop lockets — functional elements that carried emotional and narrative resonance beneath restrained tailoring.
Built from the ground up, the studio traveled throughout Europe to develop proprietary fabrics and trims, assembling a collaborative team of emerging creatives alongside seasoned pattern makers to shape the collection’s technical and aesthetic foundation. Beyond garment design, we directed the complete brand ecosystem — from identity and packaging to lookbook's and visual language — ensuring cohesion across product and storytelling.
Market Impact
Backed by Bahrain-based manufacturer Gulf Baraka, the debut collection earned international press acclaim and secured global stockists including Holt Renfrew and Fred Segal, with additional interest from Barneys New York. The collection also received a nomination from the Ecco Domani Fashion Foundation, marking the brand as an emerging voice within the luxury landscape.