Brand Tone

Artistic, Sophisticated, and Exclusive

Brand Values

• •Craftsmanship & Artistry
• •Timelessness
• •Emotional & Narrative-Driven
• •Global Vision & Cultural Pride

Best Practices

• •Use an Artistic and Elevated Vocabulary: Employ words that evoke art, architecture, and emotion. Terms like "sculptural," "silhouette," "volume," "precision," "narrative," and "ephemeral" align with the brand's sophisticated tone. Avoid overly casual or trend-based slang.
• •Focus on "Why," Not Just "What": Instead of simply describing a dress, describe the feeling it's meant to evoke or the story it tells. Connect the design back to a core brand value, such as timelessness or artistry.
• •Emphasize Craft and Materiality: Highlight the intricate details, the luxurious fabrics, and the expert craftsmanship. This reinforces the brand's value of quality and justifies its position in the luxury market.
• •Maintain an Aura of Exclusivity: The language should feel confident and authoritative, but not unapproachable. Write in a way that invites the audience into an exclusive world, making them feel part of something special. Use phrases like "A new chapter unfolds" or "An intimate look."
• •Let the Visuals Breathe: On image-heavy platforms like Instagram, keep captions concise and powerful. The copy should complement the image, not compete with it. A short, poetic sentence can often have more impact than a long paragraph, reflecting the brand's confidence in its visual language.

Social Perception

Recognized as an A-list couturier, pioneering and prestigious, with designs lauded as artistic and unique works of art.

Copy Examples

• •An architecture of dreams. The FW25 collection sculpts a new narrative in silhouette and shadow, where every fold tells a story of timeless elegance. #ASHI #Couture #TimelessElegance
• •ASHI is a testament to the art of couture. Founded on the principle of timeless design and sculptural precision, the atelier crafts more than garments we create objects of profound emotion and enduring beauty. Each piece is a dialogue between heritage and modernity, meticulously brought to life in our Paris studio.
• •The essence of sculptural tailoring. This blazer is crafted with an architect's precision, featuring a defined shoulder line and a contoured waist. Made from structured crepe, its minimalist aesthetic conceals a complex construction, offering a statement of sophisticated power.
• •Invitation to an Obsession: Discover the Art of the New Collection.
• •ASHI Bridal: Where forever is sculpted in silk and emotion.