Brand Tone

Elegant & Luxurious, Feminine & Free-spirited, Vibrant & Colorful, Approachable Luxury, Celebratory & Festive

Brand Values

• •Empowering Women ("Girl Power"): Created by women for women, aiming to enhance and highlight female sensuality and confidence.
• •Sustainability & Ethical Production: Commitment to using sustainable fabrics (like cotton, viscose, silk), OEKO-TEX certified materials, Japanese organic inks for in-house prints, and working with certified factories with eco-responsible approaches. They also aim to limit production to avoid surplus and use fabric scraps for accessories.
• •Exclusivity & Uniqueness: Achieved through in-house designed prints and limited quantity collections.
• •Quality Craftsmanship: Implied through carefully selected fabrics and an emphasis on Indian know-how for embroidery.
• •Joyful & Epicurean Lifestyle: Catering to a woman who travels, enjoys life, and seeks versatile pieces for various occasions.
• •Accessibility of Luxury: Bridging the gap between high-end fashion and affordability.

Best Practices

• •Develop a Comprehensive Brand Voice Guide: Detail the core tone (Elegant, Vibrant, Empowering, Approachable Luxury), key messaging pillars (Riviera lifestyle, sustainability, women empowerment, unique design), approved vocabulary (e.g., "chic," "vibrant," "timeless," "sustainable," "empowering," "Monte-Carlo," "Riviera") and phrases to avoid.
• •Immerse in the Monte Carlo & Riviera Aesthetic: Continuously draw inspiration from the brand's geographical and stylistic roots. Use evocative language that transports the audience to the luxurious and joyful setting of Monaco.
• •Balance Luxury with Accessibility: While highlighting the luxurious aspects, ensure the language remains welcoming and inclusive, reflecting the "affordable luxury" value. Avoid overly formal or exclusive jargon.
• •Weave in Values Naturally: Integrate mentions of sustainability, ethical production, and women empowerment seamlessly into storytelling rather than as standalone statements. Show, don't just tell, how these values are embodied in the products and brand actions.
• •Consistent Visual and Verbal Storytelling: Ensure the tone of voice in written copy aligns perfectly with the brand's visual identity on the website, social media, and marketing materials. The vibrant, elegant, and free-spirited imagery should be matched by equally descriptive and emotive language.

Social Perception

MARLEA Monte-Carlo is perceived as a "Made in Monaco" brand that captures the essence of the French Riviera lifestyle – chic, feminine, and colorful. It is seen as a brand that brings vacation-ready elegance and is suitable for various occasions, from daytime wear to glamorous evenings. The association with Monte Carlo lends an air of luxury and sophistication. Their commitment to sustainability and ethical production is a stated part of their identity, which likely appeals to conscious consumers. The founders' story of creating the brand during lockdown adds a personal and relatable touch. Being featured in Monte-Carlo Fashion Week elevates its standing in the fashion community.

Copy Examples

• •MARLEA Monte-Carlo: Live the Riviera Dream. Drape yourself in the vibrant elegance of Monaco. Our latest collection, inspired by sun-drenched days and sparkling nights, is designed by women, for women who embrace life with passion and style. Discover timeless pieces, sustainably crafted for your unforgettable moments. ✨ #MarleaMonteCarlo #FrenchRivieraStyle #SustainableLuxury
• •From Dawn till Dusk, Effortlessly Chic. Imagine a wardrobe that dances with you from beachside bliss to evening gala. MARLEA Monte-Carlo offers uniquely printed, feminine designs that celebrate your freedom and confidence. Ethically made, because true beauty shines from within and without. ☀️🌙 #MonacoChic #VersatileElegance #WomenEmpowerment
• •Unleash Your Inner Glow. Feel the caress of luxurious, sustainable fabrics and the allure of exclusive Monte Carlo-inspired prints. Each MARLEA piece is a testament to joyful femininity and the art of living beautifully. It's not just fashion, it's a feeling. Shop the collection. #FestiveFashion #UniquePrints #MadeInMonaco
• •The Spirit of Monte-Carlo, Woven into Every Thread. Born from a dream of endless Riviera holidays, MARLEA brings you accessible luxury that doesn't compromise on ethics or elegance. Colorful, free-spirited, and undeniably feminine – just like you. Explore our world. #MarleaLifestyle #CotedAzurFashion #EthicallyChic
• •Confidence Looks Gorgeous on You. Our mission? To make you feel incredible. MARLEA Monte-Carlo combines the vibrant energy of Monaco with the timeless appeal of slow fashion. Discover pieces that are as unique and empowering as your own story. #LuxuryResortWear #FeelBeautiful #MarleaWomen