Brand Tone

Sophisticated, Mindful, and Passionate.

Brand Values

• •Timeless Quality
• •Sustainability and Responsibility
• •Artisanal Craftsmanship
• •Effortless Elegance
• •Social Consciousness

Best Practices

• •Lead with Quality and Sensation: Always emphasize the tactile experience. Use words like "sumptuous," "softest," "luxurious," and "lightweight" to evoke the feeling of wearing the garments.
• •Integrate the Sustainability Story: Weave the message of responsibility into the narrative naturally. Instead of just stating "it's sustainable," explain how "crafted from traceable, hand-picked natural fibers" or "made with a minimal carbon footprint."
• •Embrace the "Global Gypsy" Spirit: Use language that speaks to travel, freedom, and a sophisticated bohemian lifestyle. This helps to create an aspirational and romantic connection to the brand beyond just the product.
• •Highlight Timelessness Over Trends: Position the pieces as long-term investments. Use phrases like "forever piece," "wardrobe staple," and "designed to be cherished for years," reinforcing the value of slow fashion.
• •Maintain an Educated and Elegant Tone: The copy should reflect the founder's expertise and the brand's luxury positioning. Avoid overly casual slang or hype. The tone should be confident, calm, and knowledgeable, whether describing the benefits of cashmere or the brand's mission.

Social Perception

The public perceives Adeela Salehjee as a luxury designer brand with a strong identity rooted in high-quality materials, particularly cashmere. The founder s impressive background, with experience at major fashion houses like Dior and Burberry, lends significant credibility and prestige to the brand. It is recognized in publications like Tatler and British Vogue and has won awards for its designs, reinforcing its position in the luxury market. Customer testimonials consistently highlight the exceptional softness, quality, and timeless yet chic designs of the knitwear. The brand is seen as a champion of sustainable and ethical fashion, a value that resonates with modern luxury consumers.

Copy Examples

• •The art of everyday luxury. Our Soho Cashmere Hoody, crafted from the finest, sustainably sourced yarn, offers unparalleled softness and timeless style. Designed not just for a season, but for a lifetime of cherished moments. #AdeelaSalehjee #CashmereCare #SustainableLuxury
• •Conscious Comfort, Timeless Design. At Adeela Salehjee, we believe true luxury is kind to the planet. Discover our collection of exquisite knitwear, crafted from traceable, natural fibers. #GlobalGypsy #ResponsibleFashion
• •From the design studios of Dior and Burberry to her own London atelier, Adeela Salehjee's journey has always been about one thing: creating beautiful, timeless pieces with integrity. Each sweater tells a story of sustainable sourcing, expert craftsmanship, and a passion for travel. Explore the collection and find your forever piece. [Link to About Us] #AdeelaSalehjee #DesignerStory #BritishFashion
• •This season, choose a gift that feels good in every sense. With every purchase from our cashmere collection, you're not only investing in timeless quality but also supporting our #CashmereMadeWithLove initiative, helping to bring warmth to those in need. Experience the difference of responsible luxury.
• •For the woman who moves through the world with purpose and grace. Our designs are made for professionals and dreamers alike, combining jet-set spirit with bohemian ease. Comfortable, elegant, and always authentic. #WomenInLuxury #TimelessStyle #AdeelaSalehjee