Brand Tone

Edgy & Bold, Confident & Unapologetic, Youthful & Trendy, Playful & Irreverent, Direct & Energetic

Brand Values

• •Self-Expression & Individuality
• •Trend-Led Innovation
• •Confidence
• •Accessibility (initially)
• •Community Building
• •Stated Commitment to Improvement (CSR)

Best Practices

• •Know Your Audience Deeply: Continuously research and understand Gen Z and young millennial language, trends, and aspirations. Speak their language authentically.
• •Be Bold, But Aware: Maintain the edgy and unapologetic tone, but be mindful of crossing lines that could lead to negative PR (like the ASA rulings). Strive for provocative, not just offensive.
• •Visuals Must Match Voice: Ensure all imagery, from product shots to campaign visuals, reflects the bold, confident, and trend-focused aesthetic. The tone of the copy and the visuals should be seamless.
• •Embrace Imperfection & Authenticity (Carefully): While maintaining a curated image, allow for some rawness, especially on platforms like TikTok. User-generated content and behind-the-scenes glimpses can enhance relatability if aligned with the overall edgy vibe.
• •Consistency Across All Channels: Whether it’s a TikTok caption, website copy, email newsletter, or customer service interaction, the core Jaded London voice—confident, edgy, and trend-aware—must be present. Create internal guidelines if necessary.

Social Perception

Fashion-Forward & Desirable, Fast Fashion Concerns, Hit-or-Miss Quality/Sizing, Controversial Marketing at Times, Responsive (to some degree)

Copy Examples

• •🔥 FRESH DROP 🔥 The [Collection Name] just landed. Think main character energy, dialed up. Zero apologies. Shop the link in bio before it’s gone. #JadedLDN #NewCollection #StreetStyle #TrendAlert
• •Obsessed is an understatement. 🥵 This is THE [Product Name] you’ve been waiting for. Level up your look. Tap to shop. #JadedLondon #OOTD #FashionTikTok #MustHave
• •JADED LONDON: UNAPOLOGETICALLY YOU. WEAR IT LOUD.
• •🚨 DON'T SLEEP ON THIS: Up to 50% OFF Your Fave Jaded Fits! 🚨 Body: Your wardrobe called, it needs an upgrade. For a limited time, snatch those statement pieces you've been eyeing. Go on, you deserve it. Shop Now -> [Link]
• •Weekend vibe check: 🐉 Rebel Hearts or ✨ Cosmic Angel? Which Jaded look are you rocking? Vote now & tag us in your fits! #JadedCommunity