Brand Tone

Playful, Whimsical, Edgy, Bold, Passionate, Enthusiastic, Inclusive, Community-Oriented, Confident, Iconic

Brand Values

• •Individuality and Self-Expression
• •"Kawaii" Culture with an Edge
• •Artistic Collaboration
• •Curated Uniqueness
• •Love and Passion
• •Timelessness in High-Quality Fashion

Best Practices

• •Embrace Baby Mary's Voice: Channel her enthusiastic, affectionate, and confident way of speaking. Use exclamation points judiciously to convey excitement, and consider incorporating playful or endearing terms where appropriate.
• •Highlight Uniqueness and Curation: Emphasize that pieces are 'hand-selected,' 'unique,' and from 'FAMILY designers,' reinforcing the exclusivity and special nature of the items.
• •Use Vivid and Evocative Language: Words like 'dream,' 'fantasy,' 'iconic,' 'kawaii,' 'edgy,' 'sparkle,' and 'wild' can help maintain the brand's distinct atmosphere.
• •Foster a Sense of Community: Refer to customers and fans as part of the 'Faline family' or 'Faline Girls/Boys' to build an inclusive and connected feeling.
• •Stay True to the 'Kawaii-Cool' Aesthetic: Balance the cuteness ('kawaii') with an element of edginess, boldness, or high-fashion sensibility to reflect the brand's signature style.

Social Perception

Iconic, Influential, Destination for Fashion Enthusiasts, Embodiment of Harajuku Spirit, Community Hub, Dream-like and Fantastical

Copy Examples

• •Unleash your inner icon. ✨ Faline Tokyo: where dreams dress up and Harajuku's heart beats wild. Shop the legacy.
• •Normal is boring. Be a Faline Girl. 💖 Dive into a world of handpicked kawaii-cool and globally sourced fabulousness. Dare to be different.
• •Still dreaming in pink & glitter! 💋 Baby Mary's vision lives on. Unique finds for unique souls. Faline.tokyo – your portal to iconic style.
• •More than fashion, it's a FANTASY! 💫 From the streets of Harajuku to your wardrobe, Faline Tokyo brings you curated treasures loved by pop stars & artists. Get your sparkle on!
• •Join the Faline family! 🌍 We're all about love, art, and unforgettable style. Discover pieces that tell your story, loud and proud. Shop now, darlings!