Brand Tone

Elegant, Seductive, and Artistic

Brand Values

• •Italian Craftsmanship & Heritage
• •Uncompromising Quality & Luxury
• •Bold & Innovative Design
• •Female Empowerment & Seduction
• •Artistic Inspiration

Best Practices

• •Lead with "The Woman": Always write with the target persona in mind the powerful, seductive, confident woman. Frame the product benefits around how they enhance her power and allure. Use active, empowering language.
• •Use the Language of Art and Sculpture: Consistently refer to the products with artistic terminology. Words like "sculpted," "silhouette," "artistry," "masterpiece," and "hand-finished" elevate the product beyond a simple accessory and reinforce its value as a designer piece.
• •Emphasize "Made in Italy" with Specificity: Don't just say "Made in Italy." Elaborate on it. Mention "Florentine artisans," "generations of craftsmanship," and "the finest Italian leathers." This adds authenticity and justifies the luxury price point.
• •Maintain a Seductive & Elegant Tone: The voice should be sophisticated but with a hint of daring. Use evocative, sensory language. For example, instead of "a beautiful red shoe," write "a stiletto in scandalous red patent leather." Avoid casual slang or overly friendly language that could dilute the luxury feel.
• •Tell the Founder's Story: Regularly integrate Luca Lubello's name and prestigious background into the narrative. This builds brand equity and reminds the customer they are buying a piece from a proven creative director, not a faceless company. This is a key differentiator.

Social Perception

A Niche Luxury Player, Designer-Led and Credible, Aspirational and Bold, Focused on Product, Not Community

Copy Examples

• •Sculpted for the powerful. Daring by design. Introducing the Divina Collection where Florentine artistry meets audacious femininity. These are not just shoes; they are your new language of seduction. Handmade in Italy, for the woman who walks her own path.
• •Elegance with an edge. The MARIANNE 105 heel is a testament to Italian craftsmanship and timeless allure. Its sleek silhouette and flawless patent leather are designed for one purpose: to empower every step you take. A slightly cheeky elegance, made for a powerful woman.
• •Perfection in every stitch. Our artisans dedicate themselves to a single pursuit: creating the ultimate luxury experience. We work with the most expert craftsmen, personally following every phase of production. This is the soul of Lubello Firenze art you can wear.
• •Inspired by the rebellious glamour of Helmut Newton, designed by Luca Lubello. Our world is one of confident heroines and unapologetic style. Each pair is born from a legacy of Italian excellence and a vision for modern power. Discover the story behind the art.
• •Luxury that looks forward. In partnership with Zerow, we redefine opulence by crafting our latest collection from exquisite, rescued leathers. This is the fusion of timeless Florentine technique and conscious innovation a bolder, more beautiful future for fashion.