Brand Tone

elegant, gentle, and nostalgic

Brand Values

• •Sustainability and Responsibility
• •Quality and Durability
• •Timeless French Elegance
• •European Craftsmanship
• •Family and Transmission

Best Practices

• •Embrace Poetic and Evocative Language: Use words like "timeless," "delicate," "heirloom," "elegant," "cherished," and "nostalgic" to reinforce the brand's sophisticated and gentle identity.
• •Always Weave in Core Values: Every piece of copy, from a short social media caption to a detailed product description, should connect back to at least one core value, such as sustainability, European craftsmanship, or the concept of transmission.
• •Tell the Story of "Transmission": Frame the clothing not as disposable fashion but as future heirlooms. Use phrases like "made to be passed down," "from brother to sister," and "a story in every thread" to emphasize durability and timelessness.
• •Highlight the "Why" Behind the Quality: Instead of just stating "high-quality," explain what it means: "Oeko-Tex certified for their skin's safety," "Made in our European workshops," "Reinforced for endless play." This builds credibility and justifies the premium positioning.
• •Maintain Visual and Textual Harmony: Ensure the clean, soft, and elegant aesthetic of the brand's photography is perfectly matched by copy that is equally uncluttered, sophisticated, and warm. The tone should feel like a gentle, reassuring story.

Social Perception

Aspirational yet grounded, Ethical and Trustworthy, High-Quality

Copy Examples

• •For little explorers on grand adventures. Our timeless coats are crafted in Europe from the softest, most durable materials, designed to be passed down from one generation to the next. The beauty of a childhood dressed in elegance.
• •Dressing Childhood in Timeless Parisian Style. Discover our collection of delicate, sustainable clothing, made with love to be lived in and passed on.
• •The essence of playful elegance. Our Melchior Romper is sewn from Oeko-Tex certified organic cotton, ensuring it is gentle on delicate skin and our planet. With reinforced seams and a classic design, it’s made for today's adventures and tomorrow's memories.
• •At LOIR paris, we believe the most beautiful clothes tell a story. That’s why we create each piece with timeless design and enduring quality, ready to be part of your family’s story. Discover new arrivals, crafted to last.
• •LOIR paris was born from a simple dream: to create a wardrobe for children that captures the timeless elegance of Paris. We are more than a brand; we are a promise of responsible quality, classic style, and pieces so durable, they become part of the family.