Brand Tone

Aspirational, Chic, and Intimate

Brand Values

• •Sustainability
• •Quality & Craftsmanship
• •Curated Style
• •Affordability
• •Authenticity

Best Practices

• •Lead with Storytelling: Frame each item not just as a product, but as a piece with a past. Use evocative language to hint at its history or the craftsmanship behind it.
• •Emphasize "Chosen," not "Found": Use words like "curated," "selected," "chosen," and "hand-picked." This reinforces the value of the brand's curation and distinguishes it from a random thrift store.
• •Maintain a Soft, Elegant Vocabulary: Use words like "timeless," "effortless," "silhouette," "craftsmanship," and "enduring." Avoid overly casual slang or hype-driven language to maintain the chic and aspirational tone.
• •Connect Style with Values: Always link the aesthetic appeal of an item back to the brand's core values. A beautiful dress is not just beautiful; it's a "sustainable choice," a piece of "lasting quality," or an example of "timeless design."
• •Be Personable and Direct: Continue using "I" and "we" to maintain the intimate, one-woman-operation feel. Speak directly to "you," the customer, to foster a personal connection and build community. This reinforces the idea that Les Archives is a personal project driven by passion.

Social Perception

A hidden gem, trustworthy and curated, fostering a sense of community as an exclusive, well-kept secret among those in the know.

Copy Examples

• •More than a coat, it's a Parisian state of mind. This timeless trench has whispered stories through rainy city streets and is now ready for its next chapter with you. The perfect silhouette, crafted to last a lifetime.
• •The quiet luxury of pure silk. We chose this piece for its delicate craftsmanship and the way it drapes so effortlessly. A sustainable choice that feels anything but second-hand. Available now in our latest drop.
• •Our new archive is open. A curated selection of pieces chosen for their story, quality, and enduring style. We believe in the beauty of what already exists. Discover the collection via the link in our bio.
• •Wear the change you want to see. Each piece from our archive is a vote for sustainability, a step away from fast fashion, and a celebration of timeless design. Conscious style, delivered from Montreal.
• •The small detail that changes everything. This vintage leather handbag was chosen for its unique character and impeccable quality. It’s not just an accessory; it’s a piece of history, ready to be remade in your own style.