Milkshake partnered with The Fold from the very beginning of the brand creation process, shaping the naming, visual identity and creative direction of the project.

Inspired by sensual luxury, textural minimalism and architectural silhouettes, the brand was imagined as a modern lifestyle universe where fashion, wellness and atmosphere converge.

The name “The Fold” emerged from the idea of drape, movement, intimacy and sculptural tension. A name designed to evoke both garment construction and emotional depth — something soft yet structured, minimal yet warm.