Brand Tone

exclusive, sophisticated, and minimalist

Brand Values

• •Curation & Quality
• •Exclusivity & Rarity
• •Modern Elegance
• •Artistic Appreciation

Best Practices

• •Use Refined and Direct Language: Avoid slang, excessive punctuation, and overly casual phrasing. Keep sentences clear and concise. The tone should be confident and knowledgeable, not loud or desperate for attention.
• •Emphasize Scarcity and Exclusivity: Use words like "Archive," "Curation," "One of One," "Rare," and "The Selection" to reinforce the value and limited nature of the products.
• •Maintain Visual and Textual Minimalism: Let the products speak for themselves. In captions and descriptions, focus on the essential details: the designer, the collection, the material, and the silhouette. Keep the visual branding on social media and the website clean and consistent.
• •Speak to a Knowledgeable Audience: Assume your customer understands the significance of the designers you carry. Write copy that engages with the history and artistry of the pieces rather than explaining basic fashion concepts.
• •Focus on "Investment" over "Purchase": Frame the products as timeless investments in a personal collection. The language should evoke a sense of permanence and artistic value, justifying the high price point and no-return policy.

Social Perception

Confined to a niche community of high-fashion enthusiasts. The brand is perceived as a high-end, exclusive source for rare designer pieces. Its audience is likely composed of fashion collectors, stylists, and individuals with significant disposable income and a deep appreciation for avant-garde and archival fashion. Its reputation is built on word-of-mouth within this specific community and the strength of its curated online presence.

Copy Examples

• •Archive: Raf Simons. A study in form and rebellion. The FW18 runway piece, available now in the Selection.
• •The Vanguard. Discover our latest curation of avant-garde pieces from Rick Owens and Yohji Yamamoto. A new definition of form.
• •UNDERCOVER FW24 'Nomad's Gaze' Reconstructed Parka. A testament to Jun Takahashi's intricate vision. Features layered construction, tactical detailing, and signature graphic elements. A collector's piece.
• •Subject: Recently Added to the Archive. Dear [Client Name], For your consideration, we have just acquired a selection of rare items from Issey Miyake and early Helmut Lang. Explore the pieces before they are gone.
• •Beyond Trend. Beyond Season. INSA Selection is a curated space for the discerning collector. Discover rare and archival fashion that endures.