Brand Tone

Empowering, Approachable, and Confident

Brand Values

• •Body Positivity and Inclusivity
• •Comfort without Sacrificing Style
• •Quality and Craftsmanship
• •Practicality and Versatility
• •Customer-Centricity

Best Practices

• •Lead with "How It Feels": Always connect product features to emotional benefits. Instead of just saying "soft fabric," write "our cloud-soft fabric that feels like a gentle hug." The core purchase driver is the feeling of confidence and comfort.
• •Use Empowering Language: Incorporate words and phrases like "celebrate," "empower," "confident," "effortless," and "discover your style." Frame your copy around the customer as the hero of her own story.
• •Tell the Founder's Story: Regularly weave the "why" behind the brand into your copy. The founder's personal journey is relatable and builds a powerful connection with customers who share her experience.
• •Highlight "Made in the USA" as a Mark of Quality: Connect the American manufacturing to tangible values: superior craftsmanship, ethical production, and lasting quality. It’s a key differentiator that justifies the investment in your pieces.
• •Speak Directly to Her Frustrations: Use empathetic language that acknowledges the struggles of finding good plus-size clothing. Phrases like "The search is over," "Finally, a dress that fits," or "Tired of settling?" show that you understand her and have the solution.

Social Perception

Problem-Solver, High-Quality Provider, Confidence Booster

Copy Examples

• •Style Has No Size. Discover beautifully crafted, endlessly comfortable clothing made to celebrate you. Proudly designed for sizes 10-28 in the USA.
• •Meet the last pair of pants you'll ever want to own. The Everywhere Pant is our promise to you: a life of comfort without sacrificing an ounce of style. Crafted from our signature wrinkle-resistant fabric, it’s designed to flatter your curves and simplify your life, from a busy day of meetings to a relaxing weekend getaway. Feel the freedom of a perfect fit.
• •Tired of "good enough"? You deserve beautiful.
• •We're not just making clothes; we're starting a conversation. A conversation where comfort and style coexist, where quality is never compromised, and where every woman feels empowered the moment she gets dressed. Evelyn and Lane began with a simple frustration, and it has grown into a community dedicated to celebrating confidence.
• •Headline: Your wardrobe, reimagined. Body: For too long, style has been dictated. We’re here to change that. Evelyn and Lane offers sophisticated, feel-good fashion for sizes 10-28 that’s designed to fit your body and your life. Stop searching. Start living confidently. #EvelynAndLane #MadeInTheUSA #ComfortAndStyle