arloe | visual content production and social media. switzerland.
The client
Arloe is an eco-conscious luxury swimwear brand founded in Switzerland by Carolina Büchi. Every piece is cut from EVO, a bio-based fabric derived from castor seed oil that is 25% lighter and dries 50% faster than conventional swimwear materials. The brand is handcrafted in Portugal and retailed internationally, including at Le Club 55 in Saint-Tropez. It sits at the intersection of sustainability and luxury, without leaning on either as a crutch.
The challenge with a brand like this is that the values can easily overtake the desire. When sustainability becomes the whole story, the product stops feeling aspirational. Arloe needed to feel like something women wanted to wear, not just something they could feel good about buying.
The work
Volet worked with Arloe over five months, from May to October, handling content production, social media management, and copywriting. The work included a campaign shoot at Fonte da Telha, on the Atlantic coast south of Lisbon, chosen for its rawness and light. The images were built around the product and the body rather than the profile of whoever was wearing it.
That shift was intentional. Previously the brand had relied on high-follower models to carry the content. Volet moved it toward something more grounded: real light, real skin, real place. The content stopped performing like advertising and started performing like a point of view.
The work, in full
The result was a visual identity that made the brand more approachable without softening what made it distinctive. Chic, but not cold. Considered, but not distant. A social presence that reflected the product's actual quality rather than borrowed credibility from someone else's audience.
