Brand Tone

aspirational, educational, and serene

Brand Values

• •Sustainability
• •Timelessness & Quality
• •Transparency
• •Mindful Consumption

Best Practices

• •Lead with Values: Always frame the product within the context of the brand's core values. Instead of just saying "New Dress," say "A New Dress, Consciously Crafted for a Kinder World."
• •Use an Educational Tone: Empower the customer with knowledge. Create blog posts, emails, and social media content that explain the "why" behind your choices—why linen is a great summer fabric, how to care for cashmere, or what "ethical production" truly means.
• •Employ Serene & Confident Language: Avoid urgent, pushy, or cliché marketing phrases ("Hurry!", "Limited Time Only!", "Unbelievable Deal!"). Use calm, descriptive, and evocative words that reflect the quality and timelessness of the products.
• •Focus on Longevity Over Trends: The copy should always emphasize the timeless nature and durability of the garments. Use phrases like "A future heirloom," "Designed to last," and "Beyond the season" to reinforce the idea of mindful investment.
• •Maintain Transparency in Every Message: Whether writing a product description or an "About Us" page, be honest and specific. If a product is made with recycled materials, state the percentage. If you partner with a specific artisan community, share that story. This builds trust and authenticates your mission.

Social Perception

Trusted and respected leader in the sustainable fashion space. Customers view the brand as reliable, high-quality, and mission-driven, praising the softness of the fabrics, classic designs, and durability. The broader public sees FashionIsGreat as a refreshing, authentic alternative to fast fashion, genuinely committed to its sustainable mission.

Copy Examples

• •Introducing The Solstice Dress. Crafted from 100% organic linen, it’s more than just a garment—it’s a commitment to conscious living. Designed to move with you, season after season. Discover timeless style, made responsibly. #FashionIsGreat #SustainableStyle #LinenLove
• •We believe that what you wear should feel as good as it looks—and be just as good for our planet. That’s why we choose natural fibers over synthetic ones. Learn about the journey of our organic cotton, from seed to seam, and feel the difference that true quality makes. Explore our commitment to better materials.
• •The ultimate expression of everyday luxury. Our Essential Cashmere Sweater is ethically sourced from Grade-A Mongolian cashmere, offering unparalleled softness and warmth. Its timeless crewneck design makes it a versatile foundation for any conscious wardrobe. Invest in a piece you’ll cherish for a decade, not just a season.
• •Fashion shouldn't cost the Earth. At FashionIsGreat, we’re rebuilding the standard for style by putting sustainability first. From fair wages for our artisans to eco-friendly materials, every piece tells a story of responsibility. Join us in wearing the change. #WearTheChange #EthicalFashion
• •One pair of trousers, endless possibilities. Our City-Classic Trousers are designed for versatility and longevity. Build a smarter, more sustainable wardrobe with pieces that work as hard as you do. #CapsuleWardrobe #MindfulFashion #StyleInspiration