Ever since childhood, Roel Rebello has had an interest in shoes and fashion. While living in Goa, he enjoyed buying good shoes and spent time saving pictures on Pinterest, creating mood boards that reflected the kind of style he liked. Little did he know that these interests would eventually lead him to work with some of the biggest names in the luxury industry.
“When I was in Goa, I was always very much into shoes. I always liked to buy the best shoes and things like that,” he recalls. When he moved to London, he wanted to pursue something in the fashion scene, although he had no clear idea of how to get started. “I just went in cold,” he says. He began posting pictures on Instagram, looking at other creators for inspiration and trying to recreate their work in his own way with whatever he had.
Over time, his pictures began gaining attention. His style was minimal and different from the everyday content people were accustomed to seeing. The audience grew, and some of the very creators whose work he had saved on his Pinterest mood boards began following him. A few eventually became close friends. One such friendship was with fitness influencer Rowan Row, whom Rebello once followed for inspiration and tried to recreate his looks. Today, the two shoot together, collaborate on projects and exchange creative advice. “Sometimes he asks me for advice. So it's like a whole 360,” Rebello says, describing the experience as a full-circle moment.
Today, Rebello works as a digital creator and creative director in menswear and luxury lifestyle. His work spans brand campaigns, content production, and user-generated content (UGC), with a small team helping him execute projects for different brands. For Rebello, creative freedom is one of the biggest rewards of his work. “The main thing is freedom, for me to be creative. And also to see that my vision is something that brands love,” he says.
Among the projects he has enjoyed most are his associations with Ferrari and The Macallan whisky. He describes being part of The Macallan's select group of collaborators as particularly special, noting that the brand works with only a handful of people across Europe. His association has taken him to Edinburgh to visit its distillery, and he has received custom, one-of-one bottles. For him, that experience went beyond a conventional brand collaboration. His work with Ferrari is similarly memorable. “Technically, Ferrari doesn’t work with people,” he explains, adding that he would describe his association with the brand as an experience rather than work.
Another memorable project was attending the launch of Bentley's new electric car, where he was surrounded by actors, actresses and other well-known personalities. Yet, some encounters have a personal significance beyond the professional opportunities they offer. “Having watched survivalist Bear Grylls on Discovery while growing up, meeting him in person was a memorable moment,” he says, adding that they spoke about Grylls’ connection to India. “I even got a photograph with him,” remarks Rebello.
However, the journey has not been without challenges. With more people learning photography, creating content and building their presence on social media, the industry has become increasingly competitive. Rebello believes that connections are important, particularly in the UK, but he also emphasises the importance of consistently delivering good work. “Your work will always prove how good you are,” he says. He believes brands return because they know what to expect from him. “Regardless of whether it's a small job or it's a big job, I give my best.”
The nature of the industry also means that work is not always steady throughout the year. This makes it important to understand the unpredictable nature of the profession while continuing to build one's skills and connections. Looking back, Rebello's journey from saving Pinterest pictures in Goa to collaborating with international luxury brands reflects how a personal interest can develop into a career through experimentation and persistence. For aspiring creators, his experience highlights the importance of finding a distinctive approach and maintaining the quality of one's work, regardless of the scale of a project. In an industry where many are trying to do similar things, he believes that consistency and the ability to deliver on a creative vision can make all the difference.
