Brand Tone

passionate, educational, and approachable

Brand Values

• •Sustainability
• •Fairness & Ethics
• •Curation & Quality
• •Transparency

Best Practices

• •Lead with Values: Start with the "why." Whether it is a social media caption or product description, connect the item back to the core values of sustainability, fairness, or quality.
• •Tell the Story: Go beyond the fabric and fit. Share the story of the maker, the innovation behind the material, or the inspiration for the design. Storytelling builds an emotional connection and reinforces brand authenticity.
• •Educate Gently: Use copy as an opportunity to inform your audience about the benefits of sustainable materials or the meaning of certifications. Frame it as sharing knowledge, not as a lecture.
• •Use Warm and Personal Language: Write as if you are speaking to a friend who shares your interests. Use "we" and "you," ask questions, and adopt an encouraging, positive tone. Avoid cold, corporate jargon.
• •Focus on Longevity and Feeling: Emphasize the timelessness of the style and the quality of the craftsmanship. Talk about how the clothes feel to wear not just physically, but emotionally. Connect the purchase to the feeling of making a positive impact.

Social Perception

Authentic, high-quality, friendly & personal, and a trusted guide for conscious consumers.

Copy Examples

• •Feel the weekend in our new slip dress from [Brand Name]. Made from silky-soft Tencel , it is not just beautiful it's kind to the planet. We love how [Brand Name] is dedicated to water-saving production. Style it up or down, this is a piece you'll cherish for seasons to come. Conscious, comfortable, and chic. #FairFashion #SustainableStyle #IlaIla
• •New Arrivals: Pieces with a Purpose Inside ✨
• •Wear Your Values. Beautiful, sustainable fashion curated with love for you and the planet.
• •The perfect everyday tee, redefined. Crafted from 100% GOTS-certified organic cotton, this t-shirt is exceptionally soft and breathable. Its classic fit makes it a versatile wardrobe staple, while its story makes it special. Produced fairly in Portugal, every shirt supports safe working conditions and a healthier environment. It's more than a t-shirt it's a choice for a better fashion future.
• •Tired of fast fashion? Discover clothing that makes you feel good, inside and out. At ila ila, we bring you a curated collection of Europe s most exciting sustainable brands. Shop styles that are fair, eco-friendly, and built to last. Visit us in-store or online. #SlowFashion #EthicalFashion #ShopConsciously