Brand Tone

Passionate & Empowering, Authentic & Honest, Direct & Bold, Inclusive & Welcoming, Ethical & Considered

Brand Values

• •Inclusivity & Body Positivity
• •Female Empowerment
• •Ethical Production
• •Sustainability & Slow Fashion
• •Quality & Craftsmanship
• •Authenticity & Advocacy

Best Practices

• •Stay Authentic & Personal: Continue to share Lisa's voice and the 'why' behind Curvature. Use 'I' and 'we' to connect with the audience. Personal stories, frustrations, and triumphs resonate deeply and build trust.
• •Champion Your Values Relentlessly: Weave inclusivity, ethical production, sustainability, and empowerment into all messaging. Don't just state them; show them through customer stories (with permission), behind-the-scenes content, and product descriptions.
• •Be Bold & Unafraid to Challenge: Continue to speak out against negative industry practices and societal norms, as done effectively on TikTok and the blog. This directness is a key differentiator and attracts a loyal following.
• •Empower, Don't Just Sell: Frame copy around how Curvature helps women feel confident, seen, and celebrated. Focus on the emotional benefit and the solution your brand provides, not just the garment itself.
• •Maintain Visual & Verbal Consistency: Ensure that the imagery used across all platforms reflects the brand's values (e.g., diverse models, joyful expressions) and that the language, while adaptable to the platform (e.g., TikTok vs. website), always echoes the core tone: passionate, authentic, empowering, inclusive, and ethically conscious.

Social Perception

Curvature is generally perceived as a champion for change in the fashion industry, particularly for its commitment to true size inclusivity and ethical practices. The founder, Lisa, is seen as an authentic and relatable voice who understands the frustrations of many women, especially those who have felt excluded by mainstream fashion. Her directness on platforms like TikTok is often praised. Customers and followers appear to value the brand's transparency regarding its production processes and its made-to-order model, which aligns with a growing desire for sustainable and ethical consumption. The brand is viewed as offering a much-needed alternative to fast fashion and the often-uninspired designs available in extended sizes. There's an appreciation for the customization options, allowing for a better fit and personalized style. The social commentary, such as the critique of gendered children's clothing, has sparked conversation and largely garnered support, positioning Curvature as a brand that is thoughtful and engaged with broader social issues.

Copy Examples

• •Headline: Tired of 'flattering' that just means 'hiding'? Body: At Curvature, we don't do shapeless. We do style, in your size (6 to 30, darling), ethically made in Adelaide just for you. Because fashion should empower you, not erase you. Let's celebrate your gorgeous.
• •Headline: Fashion that fits your body, and your values. Body: Stop settling for the crumbs. Curvature offers vibrant, made-to-order pieces (sizes 6-30) crafted with love and skill in South Australia. Slow fashion isn't just a trend, it's our promise: quality you'll adore, season after season, without the waste.
• •Headline: Remember when fashion was fun? We do. Body: Say goodbye to the endless racks of 'meh.' Curvature brings you bold designs and beautiful fabrics, customizable to your unique shape and style. Handmade in Adelaide, because you deserve more than mass-produced. Sizes 6 to 30. Express yourself.
• •Headline: We're not just making dresses. We're making a statement. Body: For too long, fashion has told too many women they're 'too much' or 'not enough.' At Curvature (sizes 6-30, ethically made in Adelaide), we say: you are perfect. Our made-to-order garments are designed to celebrate every curve, every woman. Join the revolution.
• •Social Media Post (accompanying an image of a vibrant garment): Text: Feeling bored with the same old 'plus-size' (or any size!) offerings? Us too. That’s why Curvature exists. Bold colours, beautiful prints, and a fit that’s all YOU. Ethically made to order in Adelaide, because great style shouldn't come at the planet's or people's expense. What will you create? (Sizes 6-30) #CurvatureClothing #SlowFashion #EthicalStyle #BodyPositivity #MadeInAdelaide #InclusiveFashion