Brand Tone

Empathetic & Solution-Oriented, Confident & Empowering, Transparent & Honest, Community-Focused & Engaging, Passionate & Proud

Brand Values

• •Ethical Production
• •Sustainability & Slow Fashion
• •Quality Craftsmanship
• •Female Empowerment & Inclusivity
• •Transparency
• •Customer-Centricity

Best Practices

• •Lead with Empathy & Solutions: Always frame product descriptions and social media posts around how AYM’s clothing solves a problem or enhances the wearer's life (e.g., "finally, a dress that understands you," "designed to move with you").
• •Maintain Transparency: Continue to share insights into the ethical production process, fabric sourcing, and the people behind the brand. This builds trust and justifies the premium quality and price. Use phrases like "Here's why we choose..." or "Behind the scenes at AYM..."
• •Use Empowering & Confident Language: Employ words that uplift and instill confidence. Focus on strength, beauty, and the positive impact of wearing well-made, ethical clothing (e.g., "Step into your power," "Radiate confidence," "Own your moments").
• •Foster Community Dialogue: Actively engage with comments and messages on social media. Use user-generated content where appropriate and ask for feedback. Make customers feel like they are part of the AYM journey ("You asked, we listened," "What do you want to see next?").
• •Highlight Quality & Durability Consistently: Reinforce the message of "buying well, wearing often." Use descriptive language that conveys the premium feel of the materials and the lasting nature of the garments (e.g., "crafted for longevity," "luxuriously thick," "sculpts and supports wear after wear").

Social Perception

High Quality & Luxurious, Ethical & Trustworthy, Flattering & Confidence-Boosting, Innovative & Functional Design, Rising Popularity & Desirability, Responsive & Engaged, Occasional Quality Control Issues

Copy Examples

• •Headline: Beyond the Trend: Invest in Style That Lasts. Body: At AYM, we don't just make clothes; we craft solutions. Our ethically made, double-lined dresses are designed in London to empower you, day in and day out. Feel the difference of quality that sculpts, supports, and stays with you for all your moments. #AYMstudio #EthicalFashion #TimelessStyle
• •Headline: Designed by Women, For All Your Moments. Body: Tired of see-through fabrics and non-existent pockets? So were we. That's why AYM creates beautiful, functional pieces, handmade in the UK with fair wages. Discover dresses that work as hard as you do. #FemaleFounded #MadeInUK #ProblemSolvingDesign
• •Headline: Slow Fashion, Fast Confidence. Body: Each AYM piece is thoughtfully made to order, reducing waste and ensuring every garment is perfect. Our signature sculpting fabric and clever designs mean you get more than a dress – you get an experience. Feel beautiful, ethically. #SlowFashionMovement #AYMQuality #ConfidenceInEveryStitch
• •Headline: Real Talk: Why Our Dresses Feel Different. Body: It’s the premium, double-layered fabric. It’s the UK craftsmanship. It's our commitment to paying living wages. At AYM, luxury is ethical, and quality is never compromised. Experience the Venus dress and see why our community raves. #SustainableLuxury #AYMDifference #WorthTheInvestment
• •Headline: Your Wardrobe's Best Kept Secret? It Has Pockets. (And a Conscience). Body: Imagine: a dress that’s stunning, comfortable, *and* practical. Our community asked, and we listened. AYM combines elegant design with real-world needs – like pockets big enough for your phone and fabrics that truly flatter. Ethically made, because you deserve both. #FunctionalFashion #CommunityDriven #AYMCares