Brand Tone

Empowering, Ethical, and Serene. The voice is purpose-driven and reassuring, promoting a lifestyle aligned with faith, environmental consciousness, and ethical consumerism. Key words include confidence, timeless, mindfulness, and values, creating a feeling of serene conviction, supported by educational and supportive content.

Brand Values

• •Faith-Centered
• •Ethical Production
• •Environmental Consciousness
• •Community and Charity
• •Modesty and Inclusivity

Best Practices

• •Lead with Values: Always connect the product back to a core brand value. Whether it is ethical production, faith, or sustainability, this reinforces the brand's purpose beyond just commerce.
• •Use Empowering and Inclusive Language: Frame copy around concepts of confidence, grace, and identity. Use phrases like "for the woman who..." or "designed for..." to help the customer see themselves in the brand story. Ensure language is welcoming to all, as stated in their brand principles.
• •Maintain a Calm and Reassuring Voice: Avoid aggressive sales tactics, excessive use of exclamation points, or urgent "buy now" language. The tone should be serene and thoughtful, reflecting the "mindfulness" the brand promotes.
• •Be Transparent and Educational: Use copy to inform. Explain *why* a fabric was chosen (e.g., sustainability), *where* a garment was made (e.g., ethical production in Turkey), and *how* a purchase gives back (e.g., charity). This builds trust and deepens the customer relationship.
• •Foster a Sense of Community: Use collective pronouns like "we" and "our" and address the customer as part of the "Emaan family." Ask questions in social media captions to encourage dialogue and share user-generated content to build a strong, interactive community.

Social Perception

Emaan is perceived as a reputable and ethical brand within the modest fashion community, often contrasted positively with fast-fashion. It is seen as a reliable source for high-quality, well-made Islamic lifestyle products, positioning it as a comprehensive resource for the Muslim community and beyond.

Copy Examples

• •Elegance that speaks your values. Introducing The Heritage Collection — timeless abayas designed for the woman who walks with purpose and grace. Ethically crafted, beautifully designed. #WearYourValues #EmaanOfficial #ModestFashion
• •Fashion shouldn't cost the Earth. Our Breeze Collection is made from 100% Lyocell, a natural fibre derived from wood pulp. Feel the difference of sustainable style and join us on our Green Deen journey. Shop consciously with Emaan.
• •Beyond the Trends. Invest in timeless pieces that are made to last. Our Classics Collection is designed with versatility and quality craftsmanship, so you can build a wardrobe that is both beautiful and mindful.
• •At Emaan, every choice we make is guided by our faith and values. That's why a portion of every sale is given as sadaqah to Islamic Relief Australia. When you shop with us, you're not just buying a garment—you're helping to uplift communities. Thank you for being a part of our journey.
• •Crafted for comfort, designed for devotion. Our classic men's thobe is made from high-quality, breathable fabric, perfect for prayer and daily wear. A timeless garment that reflects tradition and quiet confidence. Ethically made in Turkey.