Brand Tone

artistic, sophisticated, confident, and feminine with an adventurous and free-spirited edge. It's also personal and narrative-driven, often sharing stories behind collections and the founder's inspirations. There's an element of boldness and individuality. The communication aims to be inspiring and empowering.

Brand Values

• •Creativity and Self-Expression: Heimstone champions unique design, encouraging women to express their individuality through fashion. All prints are designed in-house by Alix Petit.
• •Individuality and Empowerment: The brand aims to create clothing that empowers and emboldens women, helping them feel strong and unique.
• •Quality and Craftsmanship: Emphasis on high-end materials and European production (with a significant portion in Paris) points to a value for well-made garments.
• •Authenticity and Storytelling: Collections often tell stories inspired by travel and personal experiences, creating a deeper connection with the customer.
• •Sustainability and Mindful Consumption: The brand is increasingly focused on responsible practices, including limited production quantities, use of certified materials, European manufacturing, and a buy-back program to extend the life of their pieces.
• •Boldness and Freedom: Heimstone encourages daring fashion choices, free from fleeting trends, and embodies an uninhibited art of living.
• •Femininity (Strong and Vulnerable): The founder describes the Heimstone woman as daring, where vulnerability becomes a strength, reflected in silhouettes that are both strong and vulnerable.

Best Practices

• •Embrace Storytelling: Always look for opportunities to weave narratives into your copy, whether it's about the inspiration behind a collection, the craftsmanship, or the feeling the garment evokes. Connect with the "why" behind the design.
• •Use Evocative and Sensory Language: Describe fabrics, prints, and silhouettes in a way that appeals to the senses and paints a vivid picture. Words like "bold," "contrast-driven," "unexpected details," "fluid," and "vaporous" reflect their existing aesthetic language.
• •Maintain a Personal Touch (Alix's Voice): Incorporate quotes from the founder or write from a perspective that feels personal and authentic, as if Alix is speaking directly to the customer. This reinforces the brand's identity.
• •Highlight Individuality and Empowerment: Consistently use language that encourages self-expression, confidence, and the idea that Heimstone clothing helps women to feel like the most empowered version of themselves.
• •Be Consistent Across All Channels: Ensure the artistic, sophisticated, and adventurous tone is maintained from website copy and product descriptions to social media captions, email marketing, and even customer service interactions. Develop a brand voice guide if necessary.

Social Perception

Heimstone is perceived as a high-end Parisian fashion brand known for its distinctive, artistic prints and feminine yet bold designs. It's seen as a brand for women who appreciate unique pieces and are not afraid to stand out. The founder, Alix Petit, is central to the brand's image, often seen as the embodiment of the Heimstone woman – creative, adventurous, and stylish. There's a perception of quality and a connection to French savoir-faire. The brand is also increasingly recognized for its efforts towards sustainability and conscious fashion. It appeals to an affluent audience with the capacity to afford premium garments. The community around the brand seems engaged, often using specific hashtags like #myheartbeatsforheimstone.

Copy Examples

• •Unveiling 'Desert Bloom' — a collection born from Saharan sunsets and the resilient beauty of desert flora. Each print, a hand-painted story by Alix, woven into silhouettes designed to empower your every move. Discover the journey, wear the adventure. #Heimstone #DesertBloom #ArtisticFashion #NewCollection
• •Crafted with intention, designed to endure. Our commitment to European ateliers and responsible materials means your Heimstone piece is more than just fashion—it's a conscious choice. Explore our sustainable journey. [Link to Sustainability Page]
• •From my sketchbook to your wardrobe… This season, I was captivated by the raw energy of brutalist architecture softened by the whisper of spring. It’s a dialogue of contrasts, much like the modern woman – strong, yet full of grace. I hope these pieces inspire you to tell your own unique story. – Alix Petit. #HeimstoneStory #CreativeFreedom
• •The 'Nomade' Dress: Let our signature 'Wanderlust' print transport you. Swirls of cerulean and ochre, inspired by ancient maps and untold odysseys, dance across luxurious silk. This isn't just a dress; it's an invitation to embrace your inner explorer with confidence and Parisian chic. Dare to be different. #HeimstonePrints #WearableArt
• •Tired of trends? Define your own. Heimstone Paris offers a symphony of exclusive prints and empowering silhouettes for the woman who writes her own rules. Discover a wardrobe as unique as your signature. Shop now and receive 15% off your first expression. #HeimstoneParis #Individuality #FrenchDesign