Brand Tone

sophisticated, artistic, and thoughtful

Brand Values

• •Craftsmanship and Quality
• •Timelessness and Durability
• •Uniqueness and Individuality
• •Simplicity and Elegance
• •Sustainability

Best Practices

• •Embrace the Narrative: Always frame products within a larger story. Talk about the inspiration, the craftsmanship, and how the garment is meant to make the wearer feel, rather than just listing features.
• •Use Elevated Language: Employ a sophisticated vocabulary that reflects the artistic and high-quality nature of the brand. Words like 'craft,' 'silhouette,' 'narrative,' 'enduring,' and 'elegance' should be staples.
• •Prioritize 'Timeless' over 'Trendy': Consistently message the brand's position against fast fashion. Highlight the longevity, durability, and classic nature of the designs in all communications.
• •Maintain Visual and Textual Harmony: Ensure that the clean, minimalist, and artistic aesthetic of the photography is matched by copy that is equally refined and uncluttered. Avoid slang, excessive emojis, or overly casual language.
• •Speak from the Founder's Vision: Infuse the brand's story and the founder's passion for pattern cutting into the copy. This authenticates the brand and reinforces the idea that each piece is born from a singular, artistic vision.

Social Perception

Chenchen Studio is perceived as a niche, high-concept designer brand. Customers and followers are likely those who appreciate art, design, and fashion beyond mainstream trends. The brand is seen as innovative, particularly for its unique 'triple-layer design' concept. The features in fashion magazines and the award of a studio space by the London College of Fashion contribute to a perception of credibility and industry recognition. The brand appeals to a consumer who values storytelling, quality materials, and the artistic vision of an independent designer. The offering of showroom appointments suggests a personalized and exclusive customer experience.

Copy Examples

• •Where structure meets story. Our latest piece, born from the art of the pattern. Discover the whisper of elegance in every fold and the promise of a garment that journeys with you. #ChenchenStudio #CreativePatternCutting #TimelessDesign
• •In a world of fleeting trends, we choose the timeless. Chenchen Studio is a quiet rebellion, a dedication to the enduring beauty of a perfectly cut garment. We believe clothing is a language, and we craft each piece to speak with elegance, personality, and a touch of the unexpected.
• •The 'Eternal Bloom' Coat: Not just an outer layer, but a conversation piece. Featuring our signature triple-layer collar, it can be styled in two distinct ways to reflect your mood. Crafted from Japanese wool with a silk-blend lining for a static-free, fluid drape. This is fashion that adapts to you, not the other way around.
• •Beyond the Trend: Discover Pieces Made to Last
• •Tired of the noise? Find your signal. Chenchen Studio offers exquisitely crafted garments for those who appreciate the art of fashion. Specializing in creative pattern cutting and timeless black and white palettes. Book a private appointment at our London showroom and experience the difference of true craftsmanship.