Brand Tone

Conscious and Educated, Authentic and Transparent, Empathetic and Inclusive, Warm and Approachable, Purpose-Driven and Passionate

Brand Values

• •Sustainability
• •Ethical Production
• •Inclusivity
• •Transparency
• •Quality and Timelessness
• •Conscious Consumption
• •Giving Back
• •Activism and Advocacy

Best Practices

• •Always Lead with Values: Ensure that the core values of sustainability, ethics, inclusivity, and transparency are woven into the narrative, even in product-focused copy. Don't just sell a dress; sell a dress that's made fairly from organic materials by people who are respected.
• •Educate and Inform, Don't Preach: Share knowledge about sustainable practices, materials, and the issues in the fashion industry in an accessible way. Empower customers with information rather than making them feel guilty.
• •Maintain Authenticity and Transparency: Be honest about the journey. If there are challenges or areas for improvement, address them openly (as seen in the brand's past handling of a fabric issue). This builds trust.
• •Use Inclusive and Respectful Language: Actively ensure that copy is welcoming to all body types, genders, and backgrounds. Reflect the brand's commitment to inclusivity in the words chosen and the imagery paired with them.
• •Foster a Sense of Community and Shared Purpose: Speak to the audience as partners in creating a better fashion world. Use "we" and "us" to include the customer in the brand's mission, and highlight the impact of their conscious choices.

Social Perception

Trustworthy and Authentic, High Quality, Ethical Champion, Inclusive and Body-Positive Ally, Aspirational yet Relatable, More Than Just a Clothing Brand

Copy Examples

• •Headline: Wear Your Values. Feel the Difference. Body: At dariadéh, fashion is more than just fabric. It's a choice for a kinder planet and fairer practices. Our latest collection, crafted from soft, organic Tencel™ and produced with love in Portugal, is designed to make you feel beautiful, inside and out. Because true style is sustainable.
• •Headline: Transparency You Can Wear. Body: Ever wondered who made your clothes? We believe you have a right to know. From the organic cotton fields to our family-run factories, we’re open about every step. Explore our new arrivals and discover the story behind each timeless piece.
• •Headline: Style For Every Body. Sustainably Made. Body: We’re celebrating all shapes and sizes with our XXS to XXXL range. Because fashion should be inclusive, just like our commitment to the earth. Find your perfect fit in our new collection, made with materials that love your skin and the planet.
• •Headline: Beyond the Trend: Pieces to Cherish. Body: Fast fashion fades. Conscious choices endure. Our philosophy is simple: create high-quality, timeless garments that you'll love and wear for years to come. Invest in pieces that tell a story of care, for people and our world. Each order also gives back, supporting social and ecological projects.
• •Headline: Join Our Journey to a Better Fashion Future. Body: It’s a process, and we’re not perfect, but we’re committed to doing better every day. From pioneering recycled materials to ensuring living wages, we’re constantly learning and evolving. Thank you for being part of the dariadéh community and choosing fashion that cares.