Brand Tone

sophisticated, artistic, and empowering

Brand Values

• •Authenticity and Individuality
• •Empowerment and Strength
• •Intellectual and Artistic Expression
• •Quality and Craftsmanship
• •Deconstruction and Innovation

Best Practices

• •Embrace Poetic Language: Use metaphors, allusions, and evocative descriptions. The language should be as thoughtfully constructed as the garments themselves.
• •Focus on the "Why," Not Just the "What": Instead of just describing a garment's features, explain the inspiration and the feeling it's meant to evoke. Connect the design back to the brand's core values of art, architecture, or a particular concept.
• •Maintain a Sophisticated Vocabulary: Use a rich and nuanced vocabulary that reflects the intelligence and discernment of the target audience.
• •Champion the Individual: All copy should empower the customer, reinforcing the idea that she is strong, unique, and confident. The brand is a tool for her self-expression.
• •Let the Quality Speak: While the language is artistic, it should also be confident and direct when it comes to craftsmanship and materials. This reinforces the value and longevity of the pieces.

Social Perception

Pioneering and respected Egyptian designer, seen as an international advocate for quality and comfort, and a designer for women with strong character. Her work is perceived as avant-garde, rebellious, and sophisticated, appealing to high-end fashion connoisseurs.

Copy Examples

• •Introducing 'Neitherness.' For the woman who exists in the quiet space between shadow and light. A collection that finds poetry in paradox and strength in the unseen. Discover the story.
• •The anatomy of a classic, reimagined. We took the familiar and fractured it into something new. Because style shouldn't be a uniform, but a conversation.
• •We don't create clothes. We construct armor for the modern muse. Each piece is a testament to the power of individuality, designed not just to be worn, but to be lived in, to be a part of your story.
• •A study in controlled chaos. The clean lines of the bodice fall away into an unexpected drape, a silhouette that celebrates the beauty of imperfection. Crafted from pure Egyptian cotton for a feel that is as authentic as you are.
• •Wearable art for the discerning woman.