Shift’s rationale comes from a social and cultural perspective on environment, born out of a passion for conservation and use of craft, blending with current times and fashion ability. This summer transitional collection features a travel wardrobe, comprising of versatile separates easy to pack, maintain piquing excitement with new proportions, adding novelty. All clothes are elevated to be just special enough with functional comfort and modern utility that incorporate artisanal touches.
Couture worthy attention to detail is seen in garment cuts, dainty slips and details. The Shift woman is, jaunty and artsy with an eclectic vision of vintage chic, and a certain sense of ‘grown up’. She is not trendy and her tastes are fairly archetypal but always average plus. Their summer campaign features Waluscha DeSouza, who captures the essence of the brand and sprit of the collection with a cool, chic attitude.
Shooting in nature she embraces the scorching summer sun, the unkempt girl next-door hair, her enigmatic gaze creates a private poetry. The dynamic series captures cinematic movement and a spirit of exploration / travel and quintessence of the “Shift Woman”
