Brand Tone

Elevated & Sophisticated, Supportive & Empowering, Innovative & Creative, Conscious & Responsible, International & Intercultural

Brand Values

• •Talent Development & Empowerment
• •Creativity & Innovation
• •Artistic Integrity
• •Sustainability & Ethical Practices
• •Intercultural Enrichment
• •Quality & Exclusivity
• •Community & Collaboration

Best Practices

• •Emphasize words like curated, emerging, innovative, conscious, artistic, and limited edition.
• •Fashion is emotional; use stories to connect.
• •Reinforce the values of quality, consciousness, and craftsmanship.
• •Regularly review content to ensure alignment.
• •Showcase the designers stories and inspiration behind their collections

Social Perception

Perceived as purpose-driven rather than purely commercial. Seen as a crucial launchpad for new talent, offering significant visibility and support. Growing association with sustainable and ethical fashion, aligning with contemporary consumer values. The brand is perceived as a curator of unique, artistic, and high-quality fashion items, rather than fast fashion.

Copy Examples

• •Invest in the future of fashion.
• •Own a wearable work of art, ethically produced and designed to transcend fleeting trends.
• •#BIAAFLAB #EmergingDesigner #SustainableFashion #ArtFashion #UniquePieces
• •Discover Conscious Couture
• •Shop Emerging Talent