Brand Tone

sophisticated, conscious, empowering, elegant, informative, passionate, authentic

Brand Values

• •Sustainability
• •Ethical Production
• •Timelessness and Longevity
• •Transparency and Traceability
• •Female Empowerment

Best Practices

• •Emphasize Storytelling: Every piece of copy should tell a part of the Harper Lavoir story. Whether it's a social media post or a product description, weave in the narrative of sustainability, ethical production, and timeless design.
• •Use an Elegant and Educated Vocabulary: The language should always reflect the luxury positioning of the brand. Use words that evoke quality, craftsmanship, and consciousness. Avoid overly casual language or fleeting slang.
• •Lead with Values: Centre the messaging around the brand's core values. Connect the features of the clothing (e.g., eco-certified fabric) to the benefits for the consumer and the world (e.g., a healthier planet, a guilt-free purchase).
• •Maintain a Tone of Empowerment: The copy should make the customer feel confident, intelligent, and empowered in their choice to support a brand that aligns with their values.
• •Be Transparent and Specific: Instead of using vague terms, be specific about the materials, certifications, and production processes. This builds trust and reinforces the brand's commitment to transparency. For example, instead of just 'sustainable,' specify '100% certified eco-friendly fabrics'.

Social Perception

high-quality, trustworthy, mission-driven, thoughtful and genuine alternative to fast fashion, credible, desirable, luxury brand worth the price point

Copy Examples

• •The Antidote to Fast Fashion. Our latest collection is a celebration of timeless design and conscious craftsmanship. Each piece is ethically handmade in England from certified eco-friendly fabrics, designed to be cherished for years, not just a season. Discover style with substance.
• •Wear Your Values. For the woman who leads with integrity and style. The Harper Lavoir blazer is more than an garment; it's a statement. Meticulously tailored from RWS-certified merino wool and designed to empower you, every day.
• •Luxury That Doesn't Cost the Earth. Experience the unparalleled quality of our consciously designed womenswear. We believe true luxury lies in knowing your clothing was made with respect for people and the planet. Explore our limited edition pieces.
• •Designed for a Lifetime of Moments. From important meetings to cherished celebrations, our transeasonal staples are crafted to journey with you. Made to last, these are the pieces you'll reach for time and time again, creating a wardrobe that is both beautiful and mindful.
• •The Art of Slow Fashion. In a world that's moving too fast, we invite you to slow down. Each Harper Lavoir piece is a labor of love, ethically constructed by skilled artisans. Feel the difference of clothing made with intention.