Brand Tone

Artisanal and Passionate, Conscious and Educational, Elegant and Minimalist, Personal and Authentic

Brand Values

• •Sustainability
• •Craftsmanship and Quality
• •Artistic Expression and Uniqueness
• •Timelessness
• •Transparency and Locality

Best Practices

• •Lead with the 'Why': Always connect the product back to a core brand value. Start with the story of the material, the inspiration behind the print, or the commitment to local craftsmanship.
• •Use an Artisanal Lexicon: Employ words like crafted, atelier, conscious, reclaimed, timeless, unique, limited, and story to reinforce the brand's premium and artistic positioning. Avoid generic, mass-market terms.
• •Educate Gently: When mentioning sustainability, explain the benefits in a simple, positive way. For instance, instead of just saying "deadstock," say "crafted from beautiful, forgotten fabrics from luxury Italian houses."
• •Tell the Story of the Garment: Every piece has a narrative. Whether it’s the origin of the fabric, the painting that inspired the print, or the versatility of the cut, sharing these details adds immense value and justifies the premium positioning.
• •Maintain a Personal Voice: Continue using "we" and "our" to speak from the perspective of the designer and her small team. This builds a strong, authentic connection that differentiates the brand from large, impersonal corporations.

Social Perception

The public perceives Clara Kaesdorf as a premium, niche designer label for the conscious consumer. The brand is highly regarded within the sustainable fashion community for its integrity and commitment to its values. It is seen not just as a clothing brand, but as a statement of support for local artistry, ethical production, and environmental responsibility. Its customers are likely well-informed individuals who value storytelling, quality, and the environmental and social impact of their purchases over fast-fashion trends.

Copy Examples

• •Art in motion. The fluid drape of this dress comes from Tencel™, a fiber as beautiful as it is sustainable. Each brushstroke in the print is one of ours, designed in our Berlin atelier to make you feel extraordinary. A timeless piece, consciously created.
• •Fashion with a soul. We transform forgotten fabrics and our own paintings into unique, timeless garments. Designed and crafted in Berlin for a wardrobe that tells a story.
• •Wear Your Values. Discover Our New Upcycled Collection.
• •Move beyond the trend cycle. Clara Kaesdorf offers fashion that lasts, crafted from sustainable materials with an artist's touch. Every piece is made with intention in our Berlin studio. Explore the collection and find something truly unique.
• •This minimalist kimono is cut from a limited bolt of deadstock Italian silk, meaning no two are exactly alike. Its journey from a remnant to a centerpiece of your wardrobe is a testament to our belief in thoughtful design. Designed, cut, and sewn with care in Berlin.