Brand Tone

playful, nostalgic, unapologetically bold, rebellious, sexually confident, casual, inclusive, empowering, Y2K aesthetic

Brand Values

• •Accessibility and Affordability
• •Sustainability
• •Family-Run & POC-Owned
• •Empowerment and Self-Expression
• •Nostalgia

Best Practices

• •Embrace the Attitude: Don't be afraid to be bold, cheeky, and a little provocative. Use confident and unapologetic language. The "trashier, the sluttier, the better" motto is a guiding star.
• •Use Youthful & Online Language: Incorporate relevant slang, emojis, and a conversational tone that resonates with a younger, TikTok-native audience. Keep sentences short and punchy for social media.
• •Tell the Story: Always weave the brand's unique narrative into the copy. Mention "Mumma Candy," the "reworked" process, and the "deadstock" origins. This builds authenticity and a personal connection.
• •Highlight Scarcity and Uniqueness: Emphasize that many pieces are one-of-a-kind or from limited deadstock. Phrases like "only one available," "once it's gone, it's gone," and "genuine 2000s deadstock" create urgency and highlight value.
• •Stay Visually and Tonally Cohesive: Ensure the edgy, nostalgic, and slightly chaotic visual style of the brand's social media is matched by the copy. The words and the images should feel like they come from the same rebellious, creative spirit.

Social Perception

hidden gem, cool, alternative, authentic, creative, refreshing contrast to mainstream, unique, sustainable, edgy, nostalgic, empowering, community-driven, appeals to new generation

Copy Examples

• •Found this 2003 gem in the deadstock pile & Mumma Candy gave her a new life. 🥵 There ’s only one. Don ’t sleep on it. Now at our Fitzroy store. #y2kfashion #reworkedfashion #corset #melbournefashion
• •Hey slutties 💖 We ’re back at Queen Vic Market today! Come play dress-ups and find something to make your ex mad. The trashier, the better, u know the drill. See u there. #marketfinds #lingerie #melbournemarkets
• •Candy's Lingerie is what happens when a fashion it-girl from the 90s and her chronically online daughter start a business. We sell iconic deadstock lingerie from the 2000s and one-of-a-kind pieces we rework in-house. It ’s for everyone who believes feeling sexy shouldn ’t cost a fortune or the planet.
• •Your villain era called, it wants its outfit back. Our new fantasy collection just dropped. Perfect for parties, performances, or just prancing around your living room. Who said you needed a reason? #fantasylingerie #altfashion #bodysuit
• •Looks sweet. Thinks unholy thoughts. 😉 Angelic on the outside, devilish on the inside. Find this lacey little number at our Preston market stall this weekend. #lace #lingerielove #deadstock