Brand Tone

exclusive, avant-garde, sophisticated, and edgy. It aims to be cutting-edge and influential in the fashion world. There's also an element of rebellious, rock-inspired aesthetic stemming from its founder, Tommy Perse.

Brand Values

• •Exclusivity and Rarity: Offering unique, hard-to-find pieces and limited-edition collections.
• •Curation and Artistic Vision: A strong emphasis on a carefully selected and eclectic mix of fashion, art, and design objects, reflecting a distinct aesthetic sensibility.
• •Pioneering Spirit: Introducing new and avant-garde designers to the market.
• •Luxury and Quality: Showcasing high-end, well-crafted items from both established and emerging designers.
• •Individuality and Self-Expression: Catering to a clientele that seeks unique and statement pieces.

Best Practices

• •Emphasize Exclusivity and Scarcity: Use language that highlights the limited nature of items, unique finds, and the "insider" experience of shopping at Maxfield.
• •Evoke Emotion and Aspiration: Focus on how the products make the wearer feel – confident, unique, powerful – rather than just describing the items themselves.
• •Maintain an Aura of Sophistication and Authority: Use refined, intelligent language. The copy should sound confident and knowledgeable about fashion and design.
• •Tell a Story: Weave narratives around the designers, the pieces, or the Maxfield experience itself to create a deeper connection with the audience.
• •Be Bold and Unapologetic: Reflect the brand's edgy and sometimes unconventional nature. Don't shy away from a strong point of view, but ensure it aligns with the overarching sophistication.

Social Perception

Maxfield is perceived as a legendary and iconic Los Angeles fashion destination, a "temple of cool" for high-end, avant-garde fashion. It's seen as a place for those who are serious about fashion and appreciate a unique retail experience that blends fashion with art and design. However, it's also perceived by some as intimidating and pretentious, with service that can be inconsistent and sometimes unwelcoming. It is considered a "must-see" for rare and hyped items.

Copy Examples

• •Maxfield LA: Where fashion defies expectation. Discover curated rebellion.
• •Beyond trends. Beyond convention. Explore the singular vision of Maxfield.
• •The art of adornment, redefined. Experience Maxfield's collection of future heirlooms.
• •For those who don't just wear clothes, but inhabit them. Maxfield LA.
• •Step into a world curated for the audacious. This is Maxfield.