Brand Tone

Thoughtful, minimalist, and principled. The brand communicates with a sense of calm confidence and intelligence. Language is intentional and sophisticated, appealing to a discerning customer who values substance. It's balanced, authentic, artistic, educational, and inspiring, emphasizing philosophy over fleeting trends.

Brand Values

• •Sustainability
• •Timelessness
• •Inclusivity
• •Quality and Craftsmanship
• •Transparency

Best Practices

• •Lead with Philosophy, Not Just Product: Always connect the clothing back to the brand's core values of sustainability, timelessness, and inclusivity. The "why" is as important as the "what."
• •Use a Refined and Intentional Vocabulary: Employ words like "thoughtful," "conscious," "atelier," "form," and "silhouette" to maintain a sophisticated and artistic tone. Avoid overly casual slang or aggressive sales language.
• •Emphasize a "Less is More" Aesthetic in Your Writing: Keep sentences clear and concise. Much like the clothing, the copy should be minimalist yet impactful, allowing the message to shine through without unnecessary embellishment.
• •Tell the Story of the Materials: Highlight the use of upcycled fabrics from Italy and the local production in Brussels. This reinforces the brand's commitment to quality and sustainability and adds a layer of narrative to each piece.
• •Maintain a Gender-Neutral Voice: When addressing the audience, use inclusive language that speaks to everyone, reinforcing the "genderless" pillar of the brand. Focus on the individual's style and comfort rather than conforming to traditional gender norms.

Social Perception

Perceived as a niche, artisanal brand with a strong ethical compass. It appeals to customers conscious of environmental impact and minimalist aesthetics, seen as a hidden gem in Belgian fashion, respected for its commitment to values and product quality. The founder's interior architecture background adds unique credibility. It's an authentic "slow fashion" advocate.

Copy Examples

• •Introducing the Atelier Coat. Designed not for a season, but for a lifetime. Its form is a study in quiet elegance, crafted from upcycled Italian wool. This is more than a garment; it is a principle. Wear it your way, today and always. #Ireenebe #SlowFashion #TimelessDesign
• •The art of dressing, simplified. Our collections are timeless, sizeless, and genderless. Discover pieces designed to move with you, not for you.
• •Subject: Beyond the Trend Cycle In a world that rushes, we believe in the power of pause. This month in the atelier, we have been perfecting the drape and fall of our new trousers, made from a limited run of upcycled silk. We invite you to explore a more conscious way of building a wardrobe—one piece at a time. Read our story and discover the collection.
• •Tired of fast fashion? So are we. Ireene.be offers a thoughtful alternative. Locally made in Brussels from high-quality, upcycled materials. Discover clothing with a conscience. #SustainableFashion #MadeInBelgium #GenderlessFashion
• •The Essential Tunic: A fluid silhouette crafted for every body. Made from 100% upcycled Italian cotton, its beauty lies in the details—a hidden placket, external stitching, and a cut that offers both structure and freedom. This is a foundational piece, designed to be worn and loved for years to come.