Brand Tone

Sophisticated & Elegant, Modern & Innovative, Confident & Empowering, and Approachable Luxury

Brand Values

• •Quality & Craftsmanship
• •Innovation
• •Elegance & Sophistication
• •Comfort & Practicality
• •Brazilian Identity & Heritage
• •Customer Centricity
• •Timelessness & Versatility

Best Practices

• •Emphasize Sophistication and Elegance: Use refined language that speaks to a mature and discerning audience. Avoid overly casual slang or colloquialisms. Focus on words that evoke quality, timelessness, and a polished aesthetic.
• •Highlight Innovation and Practicality: Clearly communicate the benefits of LAFORT's unique selling propositions, such as the Technoblock® fabric. Explain how these innovations provide comfort, ease of care (e.g., "doesn't wrinkle"), and versatility for the modern woman's lifestyle.
• •Maintain Visual and Verbal Consistency: Ensure that the sophisticated and modern tone of the copy is mirrored in the brand's visual identity (photography, website design, store ambiance). The language should feel like a natural extension of the visual experience.
• •Infuse Heritage with Modernity: Subtly weave in the brand's long history (over 60 years) and expertise in knitwear and tailoring, not as something old-fashioned, but as a foundation for its current innovation and trustworthiness. Phrases like "decades of expertise" or "pioneering tricot since [year]" combined with "modern silhouettes" or "innovative design" can achieve this balance.
• •Speak to the Cosmopolitan Woman: Craft messages that resonate with an independent, sophisticated, and globally-minded woman who values quality, style, and practicality in her busy life. Use empowering language that reflects her confidence and aspirations.

Social Perception

LAFORT is generally perceived as a high-end Brazilian fashion brand specializing in premium knitwear and innovative tailoring for sophisticated, independent women. Customers and the media highlight the excellent quality of the garments, their durability, impeccable fit, and the innovative nature of their fabrics. The brand is seen as a reference in its segment, particularly for its pioneering work with tricot in Brazil. It has successfully transitioned from producing for other major labels to establishing its own strong brand identity. The opening of new concept stores and flagships in prime locations further solidifies its image as a prestigious and modern brand. Customers appreciate the "added value" they receive, which includes not just the product but also the service and attention to detail.

Copy Examples

• •Headline: Elevate Your Everyday: The Art of Modern Dressing. Body: Discover LAFORT's new collection, where timeless design meets innovative Technoblock® fabric. Experience unparalleled comfort and wrinkle-free elegance that moves with you, from morning meetings to evening engagements. Effortless sophistication, redefined. Call to Action: Explore the Collection
• •Headline: LAFORT: Weaving Tradition with Tomorrow's Technology. Body: For over 60 years, LAFORT has perfected the art of knitwear. Today, we blend this rich heritage with cutting-edge fabric innovation like our exclusive Technoblock®. Feel the difference quality craftsmanship and intelligent design make. Call to Action: Discover Our Heritage
• •Headline: The Confidence of Impeccable Style. Zero Effort Required. Body: Imagine a wardrobe that’s as versatile as your life. LAFORT’s Technoblock® pieces offer just that – sophisticated silhouettes that resist wrinkling and provide ultimate comfort. Dress confidently, live freely. Call to Action: Shop Technoblock® Favorites
• •Headline: Beyond Fashion: Garments Crafted for Life. Body: At LAFORT, we believe in creating more than just clothes. We design enduring pieces that combine elegance with practicality, empowering the contemporary woman. Invest in style that lasts, in quality you can feel. Call to Action: Learn More About Our Craft
• •Headline: New Season, New Sensations: The LAFORT Touch. Body: Embrace the new season with LAFORT. Our latest arrivals feature luxurious tricots and impeccably tailored pieces, designed with innovative fabrics for the discerning woman who values both beauty and brains in her wardrobe. Call to Action: View New Arrivals