Brand Tone

Sophisticated & Elegant, Timeless & Enduring, Authentic & Passionate, Comfort-Focused & Considerate, Empowering & Expressive

Brand Values

• •Timeless Design: Prioritizing enduring style over fleeting trends is a cornerstone of the brand. They aim for clothing that remains current and treasured.
• •Quality Materials & Craftsmanship: Emphasis is placed on luxurious fabrics, Pima Cotton, Alpaca Suri Sweaters, and Peruvian manufacturing. The uniqueness of Alpaca Suri yarns and the craftsmanship of experienced knitters are highlighted.
• •Sustainability & Responsibility: MATTHILDUR states that a slow fashion, which takes an ethical and sustainable approach to manufacturing clothing, has always been part of our DNA. They mention a delicate approach in the creation and the manufacturing of the garments, reflects the respect, commitment and consciousness of MATTHILDUR: Mature, Responsible, Authentic, Beautiful. Local sourcing of materials in Peru is also noted.
• •Authenticity & Connection: The brand seeks a connection with its customers, listening to their feedback and designing with the woman who is wearing it in mind. Blog posts from the founder aim to foster a deeper understanding and conversation.
• •Empowerment & Self-Expression: Designs are intended to make women feel special and move comfortably, allowing them to embrace garments as part of who you are and feel empowered.

Best Practices

• •Embrace Sophisticated Simplicity: Use clear, elegant language. Avoid overly casual slang or jargon, but ensure the tone is approachable and warm, reflecting the 'subtle statement' quality of the brand.
• •Highlight Timelessness & Quality: Consistently weave in messages about the enduring nature of the designs and the high-quality materials. Use words like 'cherished,' 'lasting,' 'heritage,' and 'artisanal.'
• •Speak with Authenticity & Passion: Share the founder's story and design inspiration. Let the passion for Icelandic heritage and Peruvian craftsmanship shine through. Use 'we' to foster a sense of community and direct address to connect with the customer.
• •Focus on Empowerment & Comfort: Frame product descriptions and brand messages around how the clothing makes the wearer feel – confident, comfortable, expressive, and seen.
• •Maintain Visual & Verbal Cohesion: Ensure that the sophisticated, authentic, and timeless tone is reflected not only in words but also in imagery and overall brand presentation across all platforms. The aesthetic should be clean, perhaps with nods to natural textures and landscapes.

Social Perception

Customers and retailers perceive MATTHILDUR as a brand offering high-quality, unique, and timeless pieces. The Icelandic design influence combined with Peruvian craftsmanship is a noted characteristic. The clothing is seen as suitable for women of all ages seeking sophisticated yet edgy attire that is comfortable and made from luxurious fabrics. There's an appreciation for the brand's commitment to slow fashion and durable designs.

Copy Examples

• •Headline: MATTHILDUR: Beyond Trends. Beyond Time. Body: Invest in enduring elegance. Our Icelandic-inspired designs, crafted from the finest Peruvian Pima cotton and Alpaca, are made to be cherished for years, not just seasons. Discover pieces that tell your story, beautifully. Call to Action: Explore the Collection.
• •Headline: Feel the Difference. Embrace Your Style. Body: At MATTHILDUR, we believe clothing should empower. Experience the luxurious comfort of our thoughtfully designed garments that move with you, allowing your truest self to shine. Sophistication with an edge, designed for every woman. Call to Action: Shop New Arrivals.
• •Headline: The Art of Slow Fashion. Crafted with Integrity. Body: Each MATTHILDUR piece is a testament to responsible creation. From sustainably sourced Peruvian yarns to the skilled hands that bring our designs to life, we are committed to quality that respects both people and planet. Call to Action: Learn Our Story.
• •Headline: Inspired by Iceland. Made with Passion in Peru. Body: Discover the unique fusion of dramatic Nordic landscapes and the rich textile heritage of Peru. MATTHILDUR offers a global perspective on style, delivering comfort, quality, and authentic design to your wardrobe. Call to Action: View Lookbook.
• •Headline: More Than Clothing. It's an Expression. Body: 'My ultimate goal in designing a garment is to allow the woman who purchases it to feel empowered.' - Matthildur Halldorsdottir. Find pieces that resonate with your spirit and speak your language. Call to Action: Meet Matthildur.