Brand Tone

Poetic, personal, and serene. Quietly confident, valuing craftsmanship over trends. Evocative, sensory, sophisticated yet approachable.

Brand Values

• •Heritage
• •Quality & Craftsmanship
• •Slow Fashion
• •Sensory Experience
• •Minimalist Aesthetics

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's core story of heritage, passion, and the shift from a conventional career to a creative calling. This narrative is your strongest asset.
• •Use Sensory Language: Focus on touch and feeling. Words like "crisp," "soft," "fluid," "breathable," and "structured" are more powerful than generic adjectives. Describe the experience of wearing the shirt.
• •Emphasize "Slow" and "Made-to-Order": Consistently use this terminology to reinforce the values of conscious consumption and craftsmanship. It manages customer expectations regarding delivery time and highlights the product's exclusivity.
• •Maintain a Minimalist Voice: Just like the designs, the copy should be clean, direct, and uncluttered. Avoid hyperbole and overly promotional language. The confidence is in the quality, not the hype.
• •Keep it Personal: Use "I" and "my" when appropriate, especially when telling the founder's story or sharing the creative process. This maintains the authentic, personal connection that defines the brand.

Social Perception

Artisanal, exclusive, and authentic. A niche label for discerning clientele valuing minimalist design, superior craftsmanship, slow fashion, and the founder's authentic journey.

Copy Examples

• •The return to essentials. Our made-to-order shirts are a tribute to heritage and craftsmanship, tailored for a timeless wardrobe. Discover the feeling of pure Egyptian cotton.
• •Introducing Luce. A whisper of cotton against the skin, a structure that feels both timeless and new. Each shirt is a story, beginning in our family's atelier and continuing with you. Made slowly, to be loved for a lifetime.
• •Lucile Roy was born from a desire to reconnect with a family story woven into the fabric of French dressmaking. After a life in pharmacy, I returned to the language of textiles I learned as a child. This is more than a brand; it is a legacy of purist design and sensory detail, one shirt at a time.
• •The Capella Shirt: A study in minimalist form. Crafted from crisp, breathable Egyptian poplin, its clean lines and precise tailoring offer a quiet confidence. The fabric, sourced with intention, speaks of quality and a dedication to the craft. A cornerstone piece, made to order just for you.
• •Subject: A Note on Craft & Creation Body: From my hands to your wardrobe. In a world of fleeting trends, we believe in the power of the permanent. Our latest journal entry explores the philosophy of slow fashion and the personal journey behind each Lucile Roy shirt. A story of material, memory, and meticulous care. Read more...