Brand Tone

Aspirational, serene, and personal

Brand Values

• •Craftsmanship and Tradition
• •Slow Fashion and Sustainability
• •Authenticity and Heritage
• •Uniqueness and Exclusivity
• •Timelessness and Nostalgia

Best Practices

• •Lead with the Story: Always connect the product back to the brand's core narrative—the founder's heritage, Turkish craftsmanship, and the slow, deliberate process. Phrases like 'from our family of artisans to you' reinforce this.
• •Use Evocative, Sensory Language: Describe the feeling of the yarn, the warmth of the sun, and the memories associated with summer. Use words like 'sun-kissed,' 'soft,' 'intricate,' and 'timeless' to create an emotional connection.
• •Emphasize 'Slow' and 'Handmade': Consistently use terms like 'handmade,' 'hand-crocheted,' 'artisan-made,' and 'slow fashion.' This justifies the premium price and appeals to conscious consumers. Mentioning that each piece takes days to create adds tangible value.
• •Maintain the Aspirational Tone: Frame the products as part of an elegant, well-traveled lifestyle. Use collection names (Formentera, Île de Ré) and descriptions that transport the customer to a desirable destination or feeling.
• •Weave in the Duality of the Brand: Highlight the unique blend of 'Parisian design' and 'Turkish tradition.' This 'East meets West' narrative is sophisticated and unique, setting the brand apart and reinforcing its chic, international identity.

Social Perception

Luxury and High Price Point, Artisanal and Ethical, Aesthetic and Style-Driven

Copy Examples

• •The work of patient hands. Each stitch of our Zehra top is a whisper of Turkish tradition, designed to carry the warmth of the sun and the memory of the sea. A story you can wear. #AvenueSwimclub #HandmadeLuxury #SlowFashion
• •This season, we journey to the sun-drenched shores of Lanzarote. Inspired by the island's raw beauty, our new collection is handcrafted in earthy nudes and vibrant turquoise. Each piece, imagined in our Paris atelier and crocheted by our family of artisans, is ready to join your story. Explore the collection.
• •More Than a Swimsuit. It's a Heritage. Discover the story of patience, tradition, and timeless style woven into every piece.
• •Your Forever Summer Piece. Stop buying swimsuits for a season. Invest in one that holds your memories for a lifetime. Avenue Swimclub brings you timeless, handmade crochet swimwear that’s as unique as your travels. Designed in Paris, handcrafted with soul. Shop the art of summer.
• •Effortlessly elegant, our lace tunic is the ultimate expression of poolside grace. Hand-crocheted over several days, its delicate pattern and soft, locally-sourced yarn feel like a second skin. Designed for golden hour and slow afternoons, it’s a piece to be cherished year after year.