Brand Tone

Youthful & Trendy, Friendly & Approachable, Empowering & Inclusive, Effortless & Cool, Playful & Fun

Brand Values

• •Trend Leadership & Style Accessibility
• •Inclusivity & Body Positivity
• •Affordability & Value
• •Customer Centricity & Community
• •Quality (within Fast Fashion)

Best Practices

• •Consistently use language, slang, and cultural references that resonate with young, trend-aware, and style-conscious individuals, including the plus-size community.
• •Maintain a friendly, approachable, and slightly informal tone. Share behind-the-scenes glimpses or employee features (like their "About Us" page) to humanize the brand.
• •Always ensure messaging is body-positive and empowering. Feature diverse models naturally and celebrate all body types in your copy.
• •Leverage trending sounds, challenges, and meme culture (where appropriate) on platforms like TikTok to maintain a youthful, fun, and engaging presence. Keep the energy high and inviting.
• •Whether it’s a product description, an Instagram caption, a TikTok video, or a customer service email, the core elements of the brand voice (youthful, friendly, empowering, trendy, effortless) should always shine through. Create a simple style guide for all content creators.

Social Perception

Go-To for Affordable Trends, Strong Plus-Size Advocate, Youth-Oriented, Generally Trustworthy, Engaging & Relatable (especially @2020ave_curve)

Copy Examples

• •⚡️ Dial up the drama! ⚡️ Our new Y2K dream dress just dropped, and your curves are gonna LOVE it. Effortless cool meets major main character energy. Tap to shop your new obsession. #2020AVEcurve #Y2Kfashion #PlusSizeStyle
• •Hey, trendsetter! 😉 Your next fave outfit is calling (and it’s on sale!). Snag those must-haves that scream YOU. Effortless style, easy prices – that’s just how we roll. Shop now! #2020AVE #StreetStyle
• •Level up your look! ✨ From brunch vibes to date night glam, we got you. Watch how we take this basic tee from 0 to 100 real quick. Show us how you style yours! #2020AVE #StyleHacks #OutfitInspo #EffortlessChic
• •🔥 Fresh Drops Your Closet Needs (Like, Now!) 🔥 Hey gorgeous! Just landed: the latest street-style essentials designed to make you look and feel amazing. Think laid-back cool with a sprinkle of LA trend. Get ready to turn heads! xo, The 2020AVE Team
• •Good jeans, good mood, good day. 👖✨ Our Curve denim is made for *your* body – think perfect fit, all-day comfort, and style that just gets you. Find your new favorite pair and own that confidence! #2020AVEcurve #PlusSizeDenim #BodyPositivity