Brand Tone

sophistication, elegance, and exclusivity

Brand Values

• •Exceptional Craftsmanship
• •Exclusivity and Uniqueness
• •Dramatic and Sophisticated Design
• •Artistic Expression

Best Practices

• •Embrace Elegance and Brevity: Use refined and evocative language. Avoid slang, overly casual phrasing, or excessive exclamation points. Let the power of the words and the imagery convey the message.
• •Highlight the "Why," Not Just the "What": Instead of just describing a dress, describe the feeling it evokes or the artistry behind it. Connect the product to the brand's core values of craftsmanship and unique design.
• •Maintain a Tone of Exclusivity: Use phrases that suggest a discerning audience, such as "For the select few," or "An offering for the true connoisseur of fashion." The made-to-order nature of the business should be positioned as a luxury feature, not an inconvenience.
• •Story-tell Through Details: Focus on the specifics of the craftsmanship. Mention the origin of the materials, the techniques used by the artisans, or the inspiration behind a particular silhouette. This reinforces the value and justifies the price point.
• •Visual and Textual Harmony: Ensure the tone of the copy perfectly matches the high-quality, artistic, and often dramatic imagery. The words should be the final brushstroke on the visual masterpiece presented in photographs and videos.

Social Perception

Given its niche market and high price point, LA HEE is perceived as a luxury brand catering to a discerning clientele. The brand's social media presence, particularly on Instagram, functions as a curated gallery of its dramatic and artistic designs. The comments and engagement, though not voluminous, reflect an appreciation for the brand's unique aesthetic and high-fashion appeal. There is little evidence of broad mainstream discussion, which aligns with its exclusive positioning. The brand's identity is more akin to other high-fashion couturiers like Miss Sohee, who is also known for her artistic and culturally inspired designs worn by celebrities on major red carpets. The focus is on quality over quantity, both in production and in its online following.

Copy Examples

• •Introducing the 'Seraphina' gown. A symphony of cascading silk and meticulous tailoring, designed not just to be worn, but to be experienced. Each stitch, a testament to the hands that crafted it. #LAHEE #Couture #MadeInJapan #ArtOfFashion
• •At LA HEE, we believe in the power of a single, perfectly crafted garment. Our philosophy is simple: to create pieces that are as unique as the individuals who wear them. In a world of the transient, we offer the permanent—timeless designs, brought to life by master artisans in Japan.
• •The 'Orion' jacket: A bold silhouette that commands attention. Crafted from structured wool crepe, this piece embodies a dramatic elegance. With its sharp shoulders and fluid lines, the Orion is an armor of sophistication for the modern woman. *Please note, as a made-to-order piece, we require a three-month period for its creation.*
• •For the woman who defines her own world. The new LA HEE collection explores the interplay of light and shadow, strength and softness. Discover pieces designed to echo your own unique aura. [Link to collection]
• •The soul of a garment lies in its creation. At our Japanese atelier, experienced craftsmen dedicate months to perfecting each piece, ensuring that every LA HEE creation is a masterpiece of skill and dedication. #LAHEEcraft #HauteCouture #SlowFashion