Brand Tone

Empowering, friendly, aspirational, warm, and inclusive. It is positive, uplifting, practical, and descriptive, focusing on comfort, quality fabrics, and timeless style. On TikTok, the tone becomes more energetic, casual, and playful.

Brand Values

• •Inclusivity
• •Empowerment
• •Ethical & Fair Practices
• •Quality and Timelessness
• •Community

Best Practices

• •Always frame the copy around how the customer will feel. Use active, positive words like "celebrate," "empower," "shine," and "embrace." The focus is not just on the garment, but on the confidence it inspires in the wearer.
• •Mention the full size range (XS-4XL) frequently and naturally in copy for ads, social posts, and emails. This reinforces it as a core brand pillar, not an afterthought. Use phrases like "for every woman" and "designed for all shapes" consistently.
• •Weave in details about the fabrics (e.g., "breathable linen," "soft, durable cotton") and the brand's ethical commitments. This justifies the price point and appeals to conscious consumers, building trust and communicating value beyond the design.
• •Use a friendly, conversational voice. Address the customer directly ("you," "your") and don't be afraid to use emojis and a more relaxed tone on social media to foster a sense of community and connection.
• •Describe the clothes in the context of real-life moments—a beach walk, a brunch with friends, a relaxed workday. This helps the customer visualize herself wearing the clothes and connects the brand to an aspirational yet attainable lifestyle of comfort, travel, and effortless style.

Social Perception

Adrift Clothing is perceived as largely positive, successfully delivering on its core values. Customers praise its inclusive sizing, high quality, flattering cuts, and vibrant prints, seeing it as a go-to for stylish, comfortable clothing for all women, especially those over 50. Minor criticisms include price point and popular items selling out quickly.

Copy Examples

• •Feel the sun on your skin and freedom in every step. Introducing the 'Serena' Maxi Dress. ✨ Crafted from the softest breathable cotton and designed with our signature vibrant print, it’s a celebration of color, comfort, and you. Because every woman deserves to feel effortlessly beautiful. Available in sizes XS-4XL. Tap to shop your new forever-favorite. #AdriftEveryWoman #BohemianStyle #InclusiveFashion
• •Your Style, Your Story, Your Size. At Adrift, we believe fashion is for *every* body. Discover our collection of timeless, bohemian-inspired pieces designed in Australia to celebrate you. Quality fabrics, inclusive sizes, and styles that empower. [Shop New Arrivals]
• •RESTOCK ALERT: Your Favorite Linen Pants Are Back! Hi [Customer Name], You asked, we listened! Our bestselling 'Byron' Linen Pants are back in stock in all colors and sizes. Perfect for wherever the day takes you, their relaxed fit and breathable fabric make them a wardrobe essential. Ethically crafted and designed to last, this is comfort you can feel good about. Shop yours before they're gone again!
• •Tired of clothes that don't get you? At Adrift, we celebrate every chapter. Our designs offer timeless elegance and a comfortable fit, so you can feel confident and vibrant every single day. See why thousands of women are making Adrift their go-to for quality, style, and a perfect fit. [Shop the Collection]
• •Let your personality shine with our 'Positano' Blouse. Featuring an exclusive, hand-drawn print bursting with joyful color, this top is designed to make a statement. The relaxed, flattering silhouette is crafted from 100% breathable cotton, ensuring you stay comfortable while looking chic. With delicate button-down detailing and a soft billow sleeve, it’s the perfect piece to brighten up your denim or pair with a classic linen skirt. Ethically made for the everyday woman.