Brand Tone

Edgy & Rebellious, Nostalgic & Playful, Authentic & DIY, Confidante-like & Community-focused, Slightly Provocative & Bold, Informal & Internet-savvy

Brand Values

• •Self-Expression & Individuality
• •Community & Belonging
• •Authenticity & DIY Ethos
• •Empowerment
• •Nostalgia
• •Ethical Production (stated for originals)

Best Practices

• •Know Your Lore, Speak Their Language: Deeply understand the nuances of Y2K, emo, mall goth, and punk subcultures. Use relevant slang, references, and inside jokes authentically, but avoid forced or outdated terms. The "About Us" page mentions being a "fashion religion, part alternate universe — one inhabited by goth girls, grunge fairies, farmers' daughters, schoolgirls, mallrats, and many, many more." This diverse but specific identity needs to be reflected.
• •Embrace Imperfection and Rawness: The DIY ethos is central. Copy shouldn't be overly polished or corporate. A slightly informal, conversational, and even a bit cheeky tone resonates more than perfect grammar and stiff phrasing. Think blog post or a message from a cool older sister.
• •Channel Bella (But Keep Brand Distinct): While Bella McFadden is the face and a huge part of the brand's origin, the brand voice should be an extension of her edgy, authentic persona rather than a direct imitation, especially as she has expressed a desire for some separation. The copy should feel like it's coming from the "iGirl World" itself – a collective of "dissociative-pouting disciples."
• •Visual-Verbal Harmony: Ensure the copy perfectly complements the highly distinctive visual aesthetic. If the visuals are dark, edgy, and nostalgic, the words should evoke the same feelings and imagery. Use evocative language that paints a picture consistent with the brand's visual world.
• •Community First, Sales Second (in tone): While the goal is to sell, the tone should prioritize community building, shared identity, and self-expression. Frame purchases not just as transactions, but as acquiring pieces of an identity, a "holy cross," or an entry into the "church of the internet." Make the audience feel understood and like they're part of an exclusive club.

Social Perception

Cult Following, Trendsetter, Aspirational yet Relatable, Symbol of Alternative Identity, Criticism and Skepticism

Copy Examples

• •💥 SCREAM IF U WANNA GO FASTER 💥 Our new [Collection Name] just crashed the internet. Think 2003 mall goth meets cyber punk princess. Link in bio before it’s all just a Y2K dream. ⛓️🖤 #igirl #newdrop #altfashion #y2kaesthetic
• •This ain’t ur grandma’s pearls. Our [Choker Name] is forged in the fires of a dial-up modem and dipped in teenage angst. Perfect for breaking hearts & dress codes. Wear it like a warning. 💔 #igirljewelry #gothglam #statementpiece
• •U up? New iGirl chaos just landed 😈 Hey trouble, thought u should be the first to know. We just dropped a fresh batch of hand-picked vintage nightmares and some OG designs Bella cooked up in her secret lair. Get it or regret it. ✌️
• •IGIRL: Your official uniform for plotting world domination (or just surviving Monday). Be anyone. Wear anything. ☠️👑
• •Which vibe are u today? 💀 Mall Goth Misery 💖 Bubblegum Punk (Poll buttons) Either way, we got the gear to match ur mood. Swipe up to explore the chaos. ✨