Brand Tone

Empowering, exclusive, and creatively bold

Brand Values

• •Empowerment
• •Individuality and Uniqueness
• •Black & Female Entrepreneurship
• •Creativity
• •Exclusivity

Best Practices

• •Lead with "Why," Not Just "What": Always connect products back to the core value of empowerment. Instead of saying "Shop our new sweatshirts," say "Shop the uniform for your ambition." Frame every item as a tool for the customer's journey.
• •Use Empowering & Active Language: Incorporate strong, aspirational verbs and nouns. Words like "huntress," "goal," "declare," "power," "design," and "celebrate" align with the brand's tone. Avoid passive or generic descriptions.
• •Celebrate Your Customer: Actively feature clients on social media (with permission) and celebrate their successes, whether it's a birthday, prom, or a personal achievement. This reinforces the brand's community and support-driven values.
• •Embrace Exclusivity in Your Messaging: Use phrases like "limited run," "exclusive access," and "one of a kind" to reinforce the value of the "Rare Occurrence" and custom collections. This makes the customer feel like part of an inner circle.
• •Be Unapologetically You: Continue to use hashtags like #BlackOwnedBusiness and #WomanOwnedBusiness. Weaving the founders' identity into the brand story is a powerful differentiator that resonates with a conscious consumer base and adds authenticity to the brand's narrative of empowerment.

Social Perception

Overwhelmingly positive, perceived as a go-to designer for high-quality, custom special-occasion wear, fostering a sense of community.

Copy Examples

• •For the AR Bag (Instagram Post): Success isn't just carried in your spirit; it's carried on your shoulder. The AR Bag isn't just an accessory—it's your declaration. For the woman designing her life, one bold move at a time. Secure the bag. #AlexanderAndRoss #ARBag #PowerPiece #WomanOwned
• •For the Huntress Collection (Email Subject Line): Your new power uniform is here. Body: She has goals, she has grit, and she has a wardrobe that can keep up. Introducing The Huntress Collection—fierce, functional, and tailored for the chase. This isn't just clothing. It's armor for your ambition. Shop the collection and dress for the success you're already chasing. #GoalHunter #TheHuntressCollection
• •For Custom Prom Dresses (TikTok Video Caption): They'll stare. Make it worth their while. Your prom night, your rules, your dress. We just bring the magic. ✨ DM us to start designing your dream. #CustomPromDress #ChicagoDesigner #Prom2025 #AlexanderAndRoss #OneOfAKind
• •For the Rare Occurrence Collection (Website Banner): Normal is not in our vocabulary. The Rare Occurrence Collection features pieces born from pure creativity—no patterns, no rules. Made for those who were born to stand out. Wear something no one else has. #BeTheException #RareOccurrence #StatementPiece
• •General Brand Story (About Us Page): Dressed in Ambition. Body: Alexander and Ross was founded on a simple belief: what you wear is a reflection of where you're going. As a Black-owned, woman-led brand in the heart of Chicago, we don't just create clothes; we craft confidence. Each piece, from our custom gowns to our iconic AR Bag, is designed to empower, inspire, and celebrate the unapologetic woman. Welcome to our world.