Brand Tone

Sophisticated, Artistic, and Empowering

Brand Values

• •Artisanal Craftsmanship
• •Empowerment
• •Adaptability & Evolution
• •Peruvian Heritage
• •Timeless Elegance

Best Practices

• •Lead with the 'Why': Always connect the clothing back to the core values of empowerment, art, and craftsmanship. Do not just sell a dress; sell the confidence, artistry, and story behind it.
• •Maintain an Elegant Vocabulary: Use sophisticated and evocative language (e.g., 'meticulously crafted,' 'visionary,' 'unparalleled talent') in website copy, press releases, and detailed product descriptions to uphold the brand's high-end positioning.
• •Balance Aspiration with Accessibility: On platforms like Instagram and Facebook, combine high-fashion imagery with captions that speak to empowerment and self-expression. On TikTok, adopt a more personal, behind-the-scenes voice to be relatable without sacrificing the brand's core sophistication.
• •Tell the Story of Evolution: Continuously reference the brand's journey from haute couture to accessible luxury. This narrative of adaptability is a powerful asset that demonstrates resilience and a forward-thinking mindset.
• •Center the Woman: In all copywriting, the focus should be on the woman wearing the clothes. Use active, empowering language that highlights her strength, individuality, and spirit, reinforcing the 'by women, for women' philosophy.

Social Perception

Fátima Arrieta is perceived as an icon of Peruvian fashion who has successfully navigated the industry for decades. She is respected for both her high-end couture and bridal work, as well as her successful transition into the ready-to-wear market. The media portrays her as an innovative and resilient designer who infuses her work with meaning and artistry. She is seen as a national ambassador for fashion, having represented Peru on international stages. The public and critics alike seem to admire her dedication, talent, and the elegance she brings to the fashion world.

Copy Examples

• •Instagram Post (Showcasing a new dress): Image: A stunning, detailed shot of a woman wearing a dress from the new collection in an artistic setting. Caption: 'Art you can wear. The 'Ikigai' Silk Dress isn't just a garment; it's a statement of purpose. Crafted with artisanal precision and designed to move with you, it embodies the elegance of finding your reason to be. Discover the full collection. #FatimaArrieta #ArtisanalFashion #EmpowermentInStyle #ReadyToWear'
• •Website Banner Headline: 'Beyond Fashion: A Legacy of Elegance, Reimagined for the Modern Woman.'
• •Facebook Ad (Targeting professional women): Video: A short, dynamic video showing women confidently wearing Fátima Arrieta pieces in various settings – a boardroom, an art gallery, a dinner party. Text: 'Your power suit is waiting. At Fátima Arrieta, we believe fashion is a tool for empowerment. Our ready-to-wear collection is meticulously crafted to give you the confidence and strength to conquer your day. Inspired by women, for women. Shop now for worldwide shipping.'
• •TikTok Video Concept: Creator: Fátima Arrieta herself in her atelier. Content: A quick 'style with me' video. 'How to style our 'Tarot' Kaftan three ways.' She quickly transforms the look from a beach cover-up, to a casual day outfit with jeans, to an elegant evening look with a belt and heels. Caption: 'From beach day to date night ✨ This kaftan does it all! #FatimaArrieta #StyleHack #KaftanStyle #PeruvianDesign #VersatileFashion'
• •Email Newsletter Subject Line: 'An Invitation to Evolve: Introducing the Metamorphosis Collection.'