Brand Tone

empowering, quirky, and confident

Brand Values

• •Comfort and Quality
• •Uniqueness and Self-Expression
• •Inclusivity
• •Ethical Production
• •Local Craftsmanship

Best Practices

• •Lead with Confidence and Empowerment: Always use language that builds the customer up. Focus on how the clothes make them *feel*—confident, unique, and comfortable—rather than just how they look.
• •Emphasize "Slow Fashion" Values: Regularly integrate the concepts of longevity, quality craftsmanship, and ethical production into your messaging. This builds trust and appeals to conscious consumers.
• •Be Bold and a Little Quirky: Don't shy away from playful and unconventional language. Use phrases that reflect the brand's unique design philosophy, such as "Not your average-Jo fashion."
• •Champion Inclusivity in Every Message: Explicitly mention that garments are for "all body shapes and sizes." Use diverse imagery and ensure that the copy is welcoming to everyone, reinforcing the brand's core mission.
• •Tell the "Local Ladies" Story: Humanize the brand by sharing stories about its creation process and the local team behind the clothes. This adds a layer of authenticity and community that larger brands cannot replicate.

Social Perception

high-quality, ethical, and body-positive fashion label. It aims to be seen as a unique and trustworthy choice for women who value style, comfort, and sustainability.

Copy Examples

• •Forget fitting in. Our Hera Dress is designed to stand out. Crafted for comfort, made for compliments, and guaranteed to make you do a happy dance. #McAlpineStyle #SlowFashion #WearYourJoy
• •Fashion that fits who you are. Not the other way around. Discover unique, comfortable pieces made to last. For every body, for every story.
• •This isn't fast fashion. This is 'feel-good' fashion. At Mc Alpine, we believe in quality craftsmanship and fair wages. Our latest collection is made with love by local artisans, just for you. Shop consciously, live colorfully.
• •Your new favorite everything-jacket. With oversized pockets for all your essentials (and non-essentials) and a fit that feels like a hug, this piece is the perfect blend of quirky and classic. Made with premium fabric and designed to be your trusted companion for years to come. Because great style should be effortless.
• •Tired of 'one size fits all'? So are we.