Songs of Siren

Songs of Siren approached me with six dresses and a name. I built the brand from the ground up.

I developed the brand identity by reframing the Siren archetype through a contemporary feminist lens, shifting it from the male gaze to female power and agency. This strategic thinking became the foundation of the brand and was translated into a full brand book that defines its visual language and communication.

I then introduced the brand to the public through a launch campaign I concepted and directed titled The Birth of the Siren, structured in three acts that narrate transformation and rebirth.

The campaign went viral multiple times, generated over 8 million views across platforms, and was selected for exhibition at the Vogue Photo Festival in Milan.