Brand Tone

approachable sophistication

Brand Values

• •Flattering Fit for All Women
• •Timeless & Ageless Style
• •Slow Fashion & Ethical Production
• •Quality & Craftsmanship
• •Joy and Confidence

Best Practices

• •Speak to the 'Grown-Up Woman': Use empowering, sophisticated, and warm language. Avoid jargon or fleeting trends. Focus on the benefits of confidence, ease, and timeless style.
• •Lead with 'Flattering': In all descriptions and ads, the concept of a 'flattering fit' should be a primary message. Use testimonials that reinforce this to build trust.
• •Tell the 'Slow Fashion' Story: Weave the narrative of craftsmanship—mentioning the hand-block printing, Jaipuri cottons, and small-batch production—into product descriptions and brand stories to justify the price point and appeal to conscious consumers.
• •Maintain the 'Trusted Friend' Voice: Keep the tone personal and approachable. Write as if offering friendly advice. Use phrases like "We're here to help" and consider including personal notes from the founder, Ellen.
• •Focus on Versatility and Feeling: Highlight how a single piece can be styled up or down, making it a valuable wardrobe investment. Connect the clothes to the feeling they evoke: joy, confidence, beauty, and comfort.

Social Perception

Customers consistently praise LexyLondon for its flattering designs tailored for real women, high quality and comfortable fabrics, and excellent, personal customer service. There's a strong emotional connection, with customers feeling confident, energized, and loyal to the brand.

Copy Examples

• •Meet the new Collared Deborah. More than just a dress, it’s a feeling. Crafted from our signature soft cotton and designed to be effortlessly flattering, it’s the timeless piece your wardrobe has been waiting for. For work, for weekends, for feeling like you. #LexyLondonStyle #TimelessFashion #SlowFashion
• •Your busy life deserves a beautiful wardrobe. Discover LexyLondon's collection of colourful, feminine dresses and skirts designed for grown-up women. Hand-crafted, endlessly versatile, and made to make you feel incredible. Shop our new arrivals and enjoy Free UK Shipping on orders over £200.
• •Timeless, Colourful, and Made Just For You ✨
• •Clothes That Love You Back. Flattering, feminine designs for every woman. Discover timeless style, time and again.
• •The Amy dress is pure joy in clothing form. Made from luxuriously soft Pink Cotton Voile with delicate lace details, this piece is a testament to timeless femininity. Its carefully designed silhouette flatters every shape, ensuring you feel as good as you look. A dress you'll reach for on days when you want to feel effortlessly beautiful.