Brand Tone

Elegant, sophisticated, empowering, refined, and confident. Polite and respectful, focusing on intrinsic quality and timeless beauty.

Brand Values

• •Quality and Craftsmanship
• •Empowerment and Confidence
• •Timeless Elegance
• •Social Contribution

Best Practices

• •Always highlight domestic fabric sourcing and sewing using phrases like "Japanese craftsmanship," "Domestic textiles," and "Meticulously made in Japan."
• •Use an empowering vocabulary, incorporating words like "confidence," "dignified," "elegant," "poise," and "radiant."
• •Focus on sensory details and quality, describing how a garment feels with phrases like "fluid drape," "luxurious feel," "soft touch," and "breathable fabric."
• •Maintain a refined and polite tone, using sophisticated and polished language, avoiding slang or overly casual phrasing.
• •Weave the brand's mission into the copy, reminding the audience that L'ARUM is dedicated to helping women feel confident and beautiful.

Social Perception

A premium, niche brand for mature women who value quality and understated elegance. Perceived as luxurious and trustworthy due to high-end associations and domestic production. Appeals to discerning customers who invest in their wardrobe, with a strong sense of purpose from supporting women.

Copy Examples

• •Introducing the Front Slit Blouse. Crafted from premium domestic fabric, its fluid drape and subtle front slit offer a glimpse of modern elegance. A piece designed not just to be worn, but to be felt—instilling a quiet confidence that lasts all day. Discover dignified beauty. #Larum #MadeInJapan #TimelessFashion
• •Clothing that empowers your every move. Meticulously crafted in Japan for the discerning woman. Welcome to L'ARUM.
• •For a More Radiant You: The Summer Collection Has Arrived.
• •Experience the perfect balance of comfort and sophistication with our Tuck Wide Pants. The carefully placed tucks create a flattering silhouette that flows with you, while the high-quality Japanese textile ensures a luxurious feel against the skin. From the office to an evening out, these are the pants that will become the cornerstone of your wardrobe.
• •At L'ARUM, we believe in the power of clothing. Each piece is a testament to Japanese craftsmanship, designed to be the switch that helps you meet the day with confidence and grace. For the woman who is, and always has been, beautifully you.