Brand Tone

Curated & Sophisticated, Artistic & Creative, Supportive & Empowering (for designers), Approachable & Welcoming (for customers), Modern & Trendy

Brand Values

• •Creativity & Individuality
• •Curation & Quality
• •Community & Collaboration
• •Discovery & Elevation
• •Empowerment
• •Supporting Local & Regional Talent
• •Sustainability/Slow Fashion

Best Practices

• •Emphasize "Curation" and "Discovery": Use words like "handpicked," "selected," "discover," "unique," "exclusive," and "emerging" to reinforce the brand's role as a discerning platform for new and exciting designs.
• •Highlight "Creativity" and "Artistry": Incorporate terms such as "artistic," "creative expression," "designer-led," "radical design," and "craftsmanship" to connect fashion with art and skill.
• •Maintain a Sophisticated yet Approachable Voice: While showcasing high-end items, ensure the language is inviting and inspiring rather than alienating. Focus on the story and inspiration behind products.
• •Spotlight Designers and Their Stories: Whenever possible, weave in narratives about the independent designers, their vision, and their journey. This adds depth and aligns with the value of supporting talent.
• •Use Visually Evocative Language: Complement the brand's strong visual identity with copy that paints a picture, describes textures, and evokes the feeling of the items, enhancing the desire for the unique pieces offered.

Social Perception

A key platform for discovering unique and emerging designers, particularly from the Arab region. A curated and stylish destination for fashion, accessories, art, and lifestyle products. A supporter of the creative community and a facilitator of art accessibility. An elevated retail experience that goes beyond typical shopping, often incorporating pop-ups and concept stores. The founder, Zeina Ladki, is seen as a professional with a strong background in fashion merchandising. The general perception is positive, especially within the fashion and design industry in the Middle East. It is seen as a "go-to" for unique finds and a champion of new talent.

Copy Examples

• •Headline: Beyond Trends. Beyond Ordinary. Discover FLTRD. Body: Step into a curated world where fashion is art and individuality reigns. Explore unique pieces from radical designers, handpicked to inspire your distinct style. #FLTRDme #DiscoverUnique #RadicalDesign
• •Headline: The Future of Design, Unfiltered. Body: We're more than a store; we're a launchpad for emerging talent and a home for creative expression. Meet the designers shaping tomorrow's wardrobe, exclusively at FLTRD. #SupportCreativity #EmergingDesigners #FLTRDCommunity
• •Headline: Curated for the Discerning. Crafted for the Bold. Body: Elevate your everyday with our meticulously selected collection of fashion, art, and lifestyle objects. Each piece tells a story. What will yours be? #ElevatedStyle #CuratedLiving #FLTRDSelection
• •Headline: Where Art Meets Wardrobe. Body: FLTRD invites you to experience fashion as a statement. Explore our latest arrivals and find designs that speak to your soul. Visit us in-store or online. #FashionAsArt #UniqueFinds #FLTRDDubai
• •Headline: Your Story. Your Style. Beautifully FLTRD. Body: Unearth exclusive designs that celebrate craftsmanship and empower self-expression. From bold ready-to-wear to captivating home accents, find your next treasure with us. #Individuality #Craftsmanship #ShopFLTRD