Brand Tone

poetic, intellectual, and serene

Brand Values

• •Conceptual Storytelling
• •Sustainability and Mindful Consumption
• •Artisanal Craftsmanship and Quality
• •Emotional Well-being
• •Authenticity and Timelessness

Best Practices

• •Lead with Emotion, Support with Detail
• •Use Poetic and Sensory Language
• •Maintain the Atelier Voice
• •Tell the Story of the Materials
• •Avoid Trend-Based and Urgent Language

Social Perception

Niche, high-end, and artist-led brand, perceived as innovative, artistic, sustainable, ethical, high-priced, exclusive, and distinctly Estonian, garnering international respect.

Copy Examples

• •Remember the feeling of being so deeply asleep, the world outside fades to a gentle hum? Our Longing for Sleep coat is born from that feeling. Crafted from a vintage wool blanket, each coat is a unique sanctuary, a quiet companion for the soul. It’s more than a garment; it’s a wearable piece of peace. #MaritIlison #LongingForSleep #SlowFashion #WearableArt
• •Our Black Heart sweatshirt is an act of self-care. We chose the softest velour not just for its comfort, but for its feeling—a gentle touch that releases the happiness hormone, oxytocin. Hand-drawn with our signature heart, it’s a subtle, everyday reminder to be kind to yourself. Produced on-demand in our Tallinn atelier, this piece is made with intention, for you. Feel the love, wear the love.
• •We don’t just design spaces. We create feelings. From a single room to a sprawling hotel, our atelier transforms environments into memorable experiences that resonate with the soul. Let's create your story, together.
• •Inside the Atelier: The Story of a Blanket
• •This is not a coat. It's a memory. At Marit Ilison Creative Atelier, we see fashion differently. Our iconic 'Longing for Sleep' coats are handcrafted from vintage Soviet-era blankets, each with its own past. We transform nostalgia into wearable art. Discover timeless, sustainable pieces with a soul. Shop the collection.