Brand Tone

Inspirational, empowering, friendly, positive, inclusive, youthful, trendy, with a strong sense of community and sisterhood.

Brand Values

• •Empowerment
• •Inclusivity
• •Elegance and Quality
• •Tradition meets Modernity
• •Faith and Identity

Best Practices

• •All copy should aim to uplift and inspire, focusing on how the clothing makes the wearer feel as confident, elegant, and proud.
• •Maintain a community focus by using inclusive language like "sisters," "our community," and "we" to foster a sense of belonging.
• •Bridge tradition and modernity in language, using words that evoke classic elegance alongside modern, trendy terms, especially on social media.
• •Highlight quality with sensory details, describing fabrics as "buttery soft," "light and breathable," or having a "luxurious sheen" to help customers imagine the feel.
• •Ensure that the inspirational and elegant tone of the written copy is reflected in the high-quality, bright, and positive imagery and videography used across all platforms.

Social Perception

Abaya Sultan is perceived as a modern and influential brand in modest fashion, making abayas accessible and fashionable for a new generation. Customers view it as a reliable source for high-quality, stylish, and affordable modest wear, with 'try-on' videos fostering a positive and emotional connection, framing wearing an abaya as a joyful and transformative experience.

Copy Examples

• •Define your elegance. Our 'Amira' Abaya, crafted from our signature premium Sultan fabric, drapes beautifully for a silhouette that is both graceful and commanding. Designed for the modern woman who walks in faith and style. Feel the comfort, embrace the quality, and express your unique identity.
• •That ✨princess feeling✨ isn't just for a day, it's for every day. Our latest collection is here to remind you of the queen you are. #AbayaSultan #ModestFashion #Elegance
• •For Every Sister, For Every Style. Abaya Sultan is more than just clothing; it's a celebration of you. Discover our collection and find the perfect expression of your faith and fashion.
• •One abaya, endless elegance. How would you style yours? #AbayaStyle #ModernModesty #AbayaSultan
• •An Ode to You: Our New Collection is Here.