Brand Tone

Conscious Elegance. It's Ethical & Transparent, Luxurious & Sophisticated, Passionate & Purpose-Driven, Informative & Educative, Empowering & Confident, and Approachable yet Refined.

Brand Values

• •Sustainability: At the heart of every decision, from sourcing eco-certified materials (RWS Wool, Tencel™, Linen, Organic Cotton) to waste reduction and eco-friendly packaging.
• •Ethical Production: Commitment to human well-being, ensuring fair living wages, safe working conditions, and respectful treatment of garment workers, with all pieces proudly made in England.
• •Animal Welfare: A strict policy against using materials that involve animal suffering, sourcing wool from RWS-certified farms.
• •Quality over Quantity: Creating timeless, durable "investment pieces" designed to transcend seasons, rather than trend-led, disposable fashion.
• •Transparency & Traceability: Meticulous research and clear communication about their supply chain and materials.
• •Empowering Women: Celebrating and empowering all women, from garment workers to customers.

Best Practices

• •Anchor in Your Values: Always circle back to Harper Lavoir's three pillars (Human Well-being, Animal Welfare, Environmental Stewardship) and core beliefs (quality, transparency, empowerment). Let these guide the *why* behind your words.
• •Emphasize "Investment, Not Trend": Use language that highlights the timelessness, durability, and seasonless nature of the garments. Words like "enduring," "cherish," "lifetime," "staple," and "classic" reinforce this.
• •Be Specific About Sustainability & Ethics: Don't just say "sustainable." Mention the specific eco-certified materials (RWS Wool, Tencel™), the "Made in England" aspect, and the commitment to fair labor. This builds credibility and educates the consumer.
• •Maintain an Elegant & Sophisticated Vocabulary: Choose words that evoke quality, refinement, and thoughtful design. Avoid overly casual slang or hype-driven language. The tone should feel luxurious but also accessible and sincere.
• •Show, Don't Just Tell, the "Why": Connect the product features back to the founder's mission and the brand's purpose. Explain *why* ethical production matters, *why* sustainable fabrics are chosen. This creates a deeper connection with the audience.

Social Perception

Advocate for Ethical Fashion, Provider of High-Quality, Sustainable Luxury, Trustworthy & Authentic, Elegant & Sophisticated Style, Niche but Respected.

Copy Examples

• •Instagram Post (Image: Woman wearing a Harper Lavoir Tencel™ dress in a natural setting): "Drape yourself in beauty that feels as good as it looks. Our Tencel™ Maxi Wrap Dress, crafted from 100% wood pulp, offers a touch of gentle luxury against your skin and for the planet. Ethically made in England, because true style is sustainable. ✨ #HarperLavoir #ConsciousElegance #SustainableLuxury #MadeInEngland #TencelDress"
• •Website Banner (Homepage): "Harper Lavoir: Timeless Design, Ethical Craftsmanship. Discover luxury womenswear that honors people, animals, and our Earth. Invest in pieces you'll cherish for a lifetime. [Shop The Collection]"
• •Email Newsletter Snippet (Subject: More Than Just a Dress): "At Harper Lavoir, every stitch tells a story of respect. From the responsibly sourced Italian Merino Wool to the skilled hands of our garment makers in England, we're crafting a new narrative for fashion – one where you don't have to choose between looking empowered and feeling good about your choices. Explore our latest arrivals and wear the change."
• •Facebook Ad (Carousel showcasing different garments): "Tired of fleeting trends? Embrace enduring style with Harper Lavoir. Our collections are meticulously designed as seasonless staples, using eco-certified fabrics and ethical production right here in England. Build a wardrobe that reflects your values and your elegance. [Learn More About Our Values] [Shop Now]"
• •Product Description (For a Wool Blazer): "The Oversized Single Breasted Wool Blazer: A modern classic, reimagined for the conscious woman. Crafted from certified Responsible Wool Standard (RWS) Merino Wool, this piece is a testament to luxurious feel and ethical sourcing. Designed and handmade in England, its timeless silhouette promises enduring style and unparalleled quality. Wear it with confidence, knowing it was made with care for you and the planet."