Brand Tone

Elegant & Sophisticated, Conscious & Ethical, Artistic & Cultured, Passionate & Story-driven, Warm & Appreciative

Brand Values

• •Sustainability
• •Ethical Production & Fair Labor
• •Artisanal Craftsmanship & Tradition
• •Quality & Timelessness
• •Wildlife Conservation
• •Conscious Luxury
• •Transparency

Best Practices

• •Always Weave in the "Why": Beyond describing the product, subtly remind the audience of the brand's deeper purpose – be it sustainability, artisan support, or conservation. Connect the "what" (the product) to the "why" (the values).
• •Use Evocative and Sensory Language: Describe the feel of the fabrics (e.g., "soft, breathable silk," "handwoven cotton"), the beauty of the craftsmanship ("intricate block prints," "delicate embroidery"), and the emotions the pieces evoke ("effortless elegance," "serene comfort," "wanderlust spirit").
• •Maintain an Elegant and Respectful Voice: Avoid overly casual slang or hype. The tone should be refined, articulate, and appreciative of both the customer and the artisans. Address the audience with a sense of shared values.
• •Tell Stories, Don't Just Sell Products: Share the inspiration behind collections, the process of creation, the stories of the artisans, or the impact of conservation efforts. This builds emotional connection and reinforces authenticity.
• •Ensure Visual and Textual Harmony: The copy should always align with the sophisticated and natural aesthetic of the brand's imagery. If the visuals evoke wanderlust and calm, the text should echo these sentiments, creating a cohesive brand experience.

Social Perception

A luxury brand with a heart, Authentic and mission-driven, Aspirational yet mindful, A champion of slow fashion, Unique and artistic

Copy Examples

• •Draped in tradition, designed for today. Our [Kimono Name] is more than just loungewear; it's a celebration of ancient block-printing artistry and the hands that craft each unique piece. Woven with sustainable silk and a commitment to ethical practices, it’s luxury you can feel good in, and about. Embrace slow fashion, cherish the story. #KLEEDKimonos #ArtisanalLuxury #SustainableStyle #EthicalFashion #Handcrafted
• •Introducing the 'Wanderlust Weaves' Collection. Inspired by the vibrant tapestry of [Inspiration Location, e.g., Jaipur's markets], each piece is a dialogue between timeless elegance and conscious living. Crafted from the finest organic cotton and adorned with intricate hand-embroidery by our partner artisans in India, this collection is an invitation to journey with intention. Discover breathable silhouettes that honor tradition and respect our planet. #ConsciousLuxury #SlowFashion #TravelInspired #KLEEDLoungewear
• •Dear [Customer Name], At KLEED, we believe beauty and responsibility go hand-in-hand. Every kimono, every dress, is born from a desire to do better – for the artisans who bring them to life, and for the precious wildlife we strive to protect. With each purchase, you join us in supporting fair wages, preserving ancient crafts, and contributing to vital conservation efforts in Africa. Wear your KLEED piece with pride, knowing it carries a story of purpose. Learn more about our impact [Link to Sustainability Page].
• •From serene mornings at home to sunset soirées abroad, the [Product Name] is your companion in conscious style. Handwoven with breathable linen and designed for effortless elegance, it’s proof that true luxury is versatile, comfortable, and kind to the Earth. How will you wear yours? Shop the look and discover the KLEED difference. #KLEEDStyle #VersatileLuxury #EthicalWardrobe #SlowLiving
• •KLEED was born from two deep-seated passions: a love for the timeless allure of luxury fashion and an unwavering commitment to wildlife conservation. Our founder, Carolina Guedes Cruz, envisioned a brand where every thread connects artistry with advocacy. We journey to the heart of India to collaborate with skilled artisans, keeping ancient techniques alive, and we partner with organizations like 'Saving the Survivors' because we believe fashion can be a force for good. This is more than loungewear; it's a movement towards a more beautiful and compassionate world.