Brand Tone

Sophisticated, modern, chic, aspirational, approachable, empowering, relatable, and engaging.

Brand Values

• •Authenticity and Expertise
• •Modernity & Timelessness
• •Boldness & Attitude
• •Sophistication & Elegance
• •Freedom
• •Style & Comfort

Best Practices

• •Embrace "Sophisticated Empowerment": Use language that is elevated and polished but also inspiring and confidence-boosting. Avoid overly casual slang but maintain a sense of connection and relatability.
• •Highlight the Founders' Story & Expertise: Subtly weave in the narrative of Carol and Maria's fashion background to build credibility and a personal connection (e.g., "Crafted with an eye for detail honed over 15 years in fashion...").
• •Focus on "Modern Timelessness": Emphasize the lasting appeal and versatility of the pieces. Use words like "enduring," "classic with a twist," "contemporary essentials," and "versatile."
• •Evoke "Attitude and Freedom": Use active, evocative language that encourages self-expression. Words like "define," "unleash," "dare," "express," and "own" can be powerful.
• •Maintain Visual and Verbal Harmony: Ensure the copy consistently reflects the chic, stylish, and curated aesthetic of the brand's visuals on the website and Instagram. The language should feel as premium and considered as the clothing looks.

Social Perception

Catering to a young, fashion-conscious female audience, promoting an effortless, relaxed yet chic lifestyle, and emphasizing quality and enduring style over fast fashion, with a focus on sophistication and freedom.

Copy Examples

• •Choisir: Define Your Moment. Body: More than just clothing, it's a statement. Discover pieces crafted with passion, designed for the woman who owns her style with confidence and grace. Modern, timeless, unmistakably you.
• •The Art of Effortless Chic. Body: From boardroom poise to weekend bloom, Choisir blends sophistication with the freedom of authentic expression. Explore our new collection and find the looks that speak your language.
• •Boldness Woven In. Body: Unleash your attitude. Our latest arrivals are here to inspire, combining contemporary design with the timeless elegance you deserve. Dare to Choisir.
• •Curated for the Modern Muse. Body: Inspired by art, music, and the vibrant energy of life itself. Each Choisir piece is a testament to authentic style and effortless sophistication. Elevate your everyday.
• •Beyond Trends, Beyond Compare. Body: At Choisir, we believe in fashion that endures. Discover versatile essentials and statement pieces that seamlessly blend modernity with a timeless appeal, empowering you to be free and uniquely stylish.