Brand Tone

Empowering, authentic, and friendly. It is bold and unapologetic.

Brand Values

• •Body Positivity and Inclusivity
• •Authenticity and Empowerment
• •Community
• •Passion for Fashion

Best Practices

• •Lead with Empowerment: Every piece of copy, from a product description to a social media post, should aim to uplift and empower the reader. Use strong, positive verbs and focus on the feeling the clothes evoke (e.g., "confidence," "radiance," "boldness").
• •Tell the Founder's Story: Regularly weave Manon’s personal journey into the narrative. This authentic story is a powerful differentiator that builds trust and deepens the customer relationship. It reminds the audience that the brand was born from a genuine need.
• •Use Inclusive and Celebratory Language: Address your audience directly and inclusively. Use words like "we" and "you" to foster a sense of community. Refer to clothing as "gems" or "treasures" and curves as something to be celebrated ("sublimer vos courbes").
• •Focus on Solutions and Feelings, Not Just Features: Instead of only listing fabric and fit, describe how the garment solves a problem (e.g., "finally, a blouse that doesn't gap") or how it will make the customer feel ("ready to take on the world").
• •Maintain a Consistent Voice Across All Platforms: Whether writing for the website's "About Us" page, an Instagram caption, or a customer service email, the tone must remain consistent: bold, friendly, and deeply supportive. This ensures a cohesive and recognizable brand identity.

Social Perception

The brand is perceived as a trusted and inspiring source of fashion for plus-size women. Customers view it as more than just a store; it is a movement toward self-love and confidence. The founder, Manon, is seen as a relatable and authentic figure, which builds a strong connection with her audience. The personalized shopping experience offered via showroom appointments further enhances its reputation for customer care and conviviality. The feedback highlights appreciation for the fact that the brand was "thought up by a curvy woman for all those who accept—or want to accept—their curves."

Copy Examples

• •That feeling when your outfit isn't just a size that fits, but a style that speaks. We're not about hiding; we're about shining. Discover the dress that lets you do it. #StyleHasNoSize #LaMereMichelle
• •Tired of trend-watching from the sidelines? Your fashion moment is now. From bold blouses to perfect palazzos, our collections (sizes 36-56) are curated to celebrate your curves, not conceal them. Shop the look you deserve.
• •Audacity Looks Good on You. Welcome to La Mère Michelle, where fashion is for every body.
• •Meet VICTOR: the pants that understand both comfort and power. Designed to flow with you, this palazzo isn’t just a piece of clothing—it’s a statement. Whether you're leading a meeting or owning the dance floor, do it with confidence and unapologetic style. Because you deserve fashion that fits your life, and your curves.
• •A little gem for your inbox (and your wardrobe ✨)