Brand Tone

Empowering and Rebellious, Inclusive and Welcoming, Authentic and Expressive, Confident and Bold, Playful (on TikTok)

Brand Values

• •Inclusivity: Making fashion accessible and welcoming to all, regardless of gender identity or body type.
• •Freedom of Expression: Clothing is a tool for self-expression and authenticity.
• •Challenging Conventions: Breaking down traditional fashion norms and gender stereotypes.
• •Quality & Craftsmanship: Commitment to high-quality production through "Made in Italy".
• •Authenticity: Encouraging individuals to be true to themselves.
• •Courage: Reflected in their call to "dare with style" and their mission to redefine elegance without gender.

Best Practices

• •Champion Inclusivity Always: Every piece of copy, from product descriptions to social media captions, should reflect the brand's commitment to inclusivity. Use gender-neutral language and showcase diversity in visuals and storytelling.
• •Speak with Confidence and Empowerment: Use active voice and strong, affirmative language. Encourage self-expression and celebrate individuality. Avoid apologetic or hesitant phrasing.
• •Maintain an Authentic Voice: Share the founders' story and the "why" behind the brand. Be transparent and genuine in your communications. Let the passion for breaking conventions shine through.
• •Adapt to the Platform, Not the Core Message: While the tone might be slightly more playful on TikTok versus a more descriptive tone on the website, the core values of inclusivity, freedom, and challenging norms must remain consistent.
• •Create a "Voice and Tone" Guide: Document the brand's key messages, personality traits (e.g., rebellious, welcoming, bold), words to use, and words to avoid. This ensures everyone creating content for the brand is aligned.

Social Perception

A progressive, fashion-forward, and socially conscious brand. A safe space for individuals who feel unrepresented by mainstream fashion. Quality and higher value due to the "Made in Italy" emphasis. Positive perception from customers who align with the brand's values of inclusivity and self-expression.

Copy Examples

• •Headline: Break Free. Dress You. Body: Tired of labels? So are we. Huge JPG is fashion that fits your soul, not just your body. Explore genderless style, made with Italian passion. #DressYourSoul #InclusiveFashion
• •Social Media Post: Who says you can't? Rock that print. Own that silhouette. Our latest collection is here to smash stereotypes and celebrate your unique vibe. Genderless. Fearless. You. Shop now. [Link] #HugeJPG #FashionWithoutRules
• •Product Description Snippet (for an oversized hoodie): Wrap yourself in revolution. This isn't just a hoodie; it's a statement. Crafted in Italy for every body and every identity. Comfort, style, and the freedom to be 100% you. #GenderlessComfort #MadeInItaly
• •Email Subject: Ready to Redefine Your Wardrobe? Email Body: At Huge JPG, we believe fashion is a conversation, not a set of rules. Discover pieces that speak your language. Inclusive, expressive, and unapologetically bold. Your authentic style journey starts here. Get 15% off your first order with code HUGE15. [Shop Now]
• •Ad Copy (Short & Punchy): HUGE JPG: Beyond Gender. Beyond Trends. Pure You. Italian-made inclusive fashion. Dare to be different. #BeHuge