Brand Tone

Empowering, Uplifting, Authentic, Relatable, Body-Positive, Inclusive, Supportive, Community-Focused, Passionate, Irreverent, Playful, Honest, and Transparent.

Brand Values

• •Body Positivity/Inclusivity: At the core of the brand. Making every woman feel good and powerful in her own skin, regardless of size or shape.
• •Empowerment: Clothing designed to make wearers feel confident, strong, and unapologetic.
• •Quality and Comfort: Emphasis on high-quality, durable, thick stretch cotton fabric that is comfortable and supportive.
• •Ethical Production: Commitment to ethical manufacturing practices. The website mentions tailors in Bali and production in London.
• •Authenticity: Stemming from the founder's personal experiences and desire to create something she couldn't find.
• •Community: Fostering a supportive environment for customers.

Best Practices

• •Embody Sally's Voice (Authentic & Relatable): All copy should feel like it could have been written or spoken by the founder, Sally Manners. This means being authentic, sometimes vulnerable, a bit cheeky, and always passionate. Use "I" and "we" to foster a personal connection.
• •Champion Empowerment & Inclusivity in Every Message: Reinforce that Manners London is for *all* women. Use inclusive language, celebrate diverse body types in visuals and text, and ensure the message is always uplifting and confidence-boosting. Avoid jargon or exclusionary fashion-speak.
• •Focus on Feelings and Solutions, Not Just Features: While the quality fabric is a key feature, always tie it back to how it makes the wearer *feel* (e.g., supported, confident, comfortable, able to go braless, "sexy AF"). Address the problems your clothes solve.
• •Maintain a Conversational, Community-Oriented Style: Write as if you're talking to a friend. Encourage interaction, use questions, and foster a sense of belonging. Refer to your customers as a community or sisterhood.
• •Be Consistently Passionate and A Little Playful: Let the genuine enthusiasm for the brand and its mission shine through. Don't be afraid of a bit of humor or directness that reflects the brand's confident and slightly irreverent edge (e.g., "Titty Witch," "bin the bra"). This makes the brand memorable and relatable.

Social Perception

Highly Positive, Confidence-Boosting, Problem-Solving, Worth the Price, Cult Following.

Copy Examples

• •Instagram Post (Image: Diverse group of women laughing, wearing Manners London dresses): "They said 'dress for your body type.' We said 'Nah, we're dressing for how we want to FEEL.' Powerful. Unapologetic. Comfortable. Ready to take on the world, or just the couch. This is more than fabric and thread – it's your armor, your comfort blanket, your party-starter. It's Manners. ✨ #MannersLdn #ExistLoudly #BodyPositivity #ComfortIsQueen #MadeForEveryBODY"
• •Product Description (For a new jumpsuit): "Meet your new obsession. That one-piece wonder that feels like a hug but looks like a million bucks. Crafted from our signature ridiculously soft, super supportive stretch cotton, this jumpsuit is designed to lift you up (literally and figuratively). Pockets for your essentials (like snacks, obvs), and a fit that says 'I woke up like this' – even if 'this' is 'juggled three kids, a career, and remembered to drink water.' Go on, exist loudly. You deserve it. #MannersLondon #JumpsuitJoy #EffortlessStyle #RealComfortRealConfidence"
• •Email Newsletter Subject: Feeling a bit 'meh'? We got you. Hey [Customer Name], Some days, you just need clothes that *get* it. Clothes that don't demand you suck in, stand up straighter, or be anything other than your glorious self. That’s where we come in. Our pieces are designed by a woman who knows life is messy and wonderful, and your clothes should be strong enough to handle it all – just like you. Ready to feel amazing, just as you are? Love, Sally & the Manners Crew x [Link to New Arrivals]
• •Facebook Ad (Targeting women interested in body positivity and ethical fashion): "Tired of clothes that make you feel... less than? At Manners London, we create beautiful, comfortable, ethically-made pieces for ALL bodies. Founded by a solo mum on a mission to help women feel unapologetically themselves, our clothes are designed to support, empower, and make you say 'damn, I look good!' Join the sisterhood. Shop Manners. #MannersLdn #InclusiveFashion #EthicallyMade #FeelGoodFashion #SelfLoveJourney"
• •Website "Our Story" Snippet: "It started with a feeling: that surely, clothes could be more. More than just something to wear. More supportive. More inclusive. More like a friend that always has your back (and front!). I’m Sally, and I started Manners London because I was tired of the fashion industry telling women how they *should* look. So, I created clothes for how we *want* to feel: powerful, comfortable, and utterly ourselves. Made with love, for every single, beautiful body. #MannersStory #FounderJourney #PowerInComfort"