Brand Tone

Authentic, Sophisticated, and Conscious

Brand Values

• •Sustainability and Anti-Waste
• •Timelessness and Durability
• •Craftsmanship and Quality
• •Individuality and Gender-Neutrality
• •Fusion of Cultures

Best Practices

• •Lead with the "Why": Always connect the product back to the core values. Don't just sell a jacket; sell a piece of timeless, sustainable craftsmanship that defies fast fashion.
• •Use the Founder's Story: Aurelia's journey is the brand's anchor. Weave in details about her Parisian training and Berlin inspiration to add authenticity and depth to the copy.
• •Emphasize "And" Not "Or": The brand's strength is its fusion. Use language that combines seemingly opposite concepts: "chic and comfortable," "elegant and accessible," "Parisian and Berliner." This reinforces its unique market position.
• •Be Transparent and Educational: Talk openly about materials, processes, and the philosophy of slow fashion. Use terms like "end-of-stock," "upcycled," and "made in our Berlin atelier" to build trust and educate the consumer.
• •Maintain a Personal, Human Voice: Write as if a real, passionate person is speaking, not a faceless corporation. Use "we" and "our" to refer to the small, dedicated team in the atelier. Keep the tone sophisticated but approachable, just like the brand itself.

Social Perception

Highly positive, centering on its authenticity and sustainable practices. Perceived as a refreshing alternative to mainstream fashion, offering integrity, a minimal, edgy, and stylish aesthetic that is easy to wear. The brand's atelier is seen as a place of community and exchange, a key player in Berlin's sustainable fashion scene, approachable, trustworthy, and culturally integrated within the creative community.

Copy Examples

• •Parisian savoir-faire, Berlin spirit. Our classic coat isn't about seasons, it's about permanence. Crafted from reclaimed Italian wool, its timeless cut is designed for every body. Wear it, love it, and pass it on. This is fashion that lasts. #AureliaPaumelle #SustainableFashion #TimelessDesign #MadeInBerlin
• •The foundation of a conscious wardrobe. It started with a simple idea: a t-shirt that takes you from morning work to an evening concert without a second thought. Made from premium, soft-touch cotton, this piece features our signature subtle detailing and an impeccable cut that feels both chic and comfortable. Designed and crafted in our Berlin atelier, it's more than a t-shirt; it's a philosophy. #SlowFashion #GenderNeutral
• •Tired of trends? We are too. Aurelia Paumelle was founded on a simple principle: buy less, but buy better. We create timeless, gender-neutral pieces from high-quality, upcycled fabrics in our Berlin workshop. Discover a wardrobe built on quality and conscience, not on the whims of the industry. Explore the collection.
• •From the ateliers of Saint Laurent and Balenciaga to a small workshop in Berlin, our story is one of passion for craft and a rejection of waste. We believe in the power of a perfectly cut garment and the importance of knowing where it comes from. Every piece we make is a fusion of Parisian elegance and Berlin pragmatism, designed for a life of purpose and style. Thank you for being part of our journey.
• •Learn the art of making. Our atelier is more than a shop; it is a space for creation. Join Aurelia for a weekend workshop and learn the sewing basics to mend your favorite pieces or start creating your own. Let s make fashion personal again. Limited spots available. #FashionWorkshop #Craftsmanship #BerlinCreates #AureliaPaumelle