Brand Tone

empowering, feminine, and celebratory

Brand Values

• •Empowerment and Confidence
• •Femininity
• •Quality and Trend-Consciousness
• •Making Moments Memorable

Best Practices

• •Lead with Empowerment: All copy should aim to inspire confidence. Use strong, positive verbs and adjectives. Instead of just describing the product, describe the feeling it will give the wearer.
• •Center the "Moment": Frame products within the context of an occasion or a special moment. This aligns with the core brand strategy and helps customers connect emotionally with the apparel.
• •Maintain a Feminine and Bold Vocabulary: Consistently use keywords like "bold," "bright," "feminine," "confident," and "unforgettable" across all channels to reinforce the brand's identity.
• •Keep it Aspirational but Accessible: The tone should feel like a fashionable, supportive friend. The copy should be sophisticated but easy to understand, avoiding overly technical fashion jargon.
• •Visual and Textual Harmony: Ensure that the energetic and feminine tone of the copy is always matched by the visual branding—bright, high-quality images of confident women in dynamic settings.

Social Perception

The brand is perceived as a trendy and stylish option for women's fashion in Europe. It is stocked by major online retailers like ABOUT YOU and Wehkamp, which indicates a level of market credibility and reach. The consistent branding and professional photography on Instagram and Pinterest present a polished and aspirational image. The focus on "moments" in their marketing helps customers envision themselves wearing the clothes in their own lives, making the brand more relatable. The offering of a 10% discount for newsletter sign-ups is a standard e-commerce practice to build a customer base.

Copy Examples

• •Step into your power. Our new collection has arrived to make every moment bolder and brighter. Discover pieces designed in Amsterdam to make you feel unapologetically feminine. #Freebirdicons #NoMatterTheMoment
• •The dance floor is calling. Answer it with the confidence of our Dion Dress. With its vibrant hue and elegant drape, this is the piece that doesn't just attend the party—it becomes the life of it. Ready to create your unforgettable moment?
• •Your wardrobe called. It's ready for an upgrade. Up to 50% off.
• •Own the boardroom. Our 'Day at the Office' collection is here to give you that extra boost of confidence for your big meeting. Because when you look good, you feel unstoppable. Shop the look.
• •Inspiring you to get the most out of life by picking the right outfit. From casual chic to unforgettable nights out, we have the perfect look for you. Feel bold, bright, and feminine. [Shop New In]