Brand Tone

Elegant & Sophisticated, Authentic & Transparent, Compassionate & Conscious, Informative & Educational, Warm & Approachable

Brand Values

• •Ethical Production: Commitment to fair labor practices in their own Sri Lankan factory, with certifications like SMETA, GOTS, and Oekotex.
• •Sustainability: Use of 100% natural, biodegradable, and sustainably sourced fibers; commitment to slow fashion principles. This includes using non-mulesed Merino wool and eco-friendly packaging.
• •Quality Craftsmanship: Focus on creating durable, high-quality garments designed to last for many seasons, both in terms of style and material integrity.
• •Timeless Design: Prioritizing classic, enduring styles over fleeting trends, aligning with the quiet luxury movement.
• •Transparency: Openness about their manufacturing processes, fiber origins, and pricing strategy (no-sale policy).
• •Community & Empowerment: Supporting artisans and empowering women in Sri Lanka through their non-profit initiative.
• •Mindful Consumption: Advocating for thoughtful purchasing decisions, quality over quantity, and garment care to extend product life.

Best Practices

• •Lead with Values: Consistently weave core values—ethical production, sustainability, quality, timelessness, and community—into all messaging, from product descriptions to social media posts.
• •Embrace Storytelling: Share the narrative behind the brand, the artisans, the sourcing of materials, and the impact of purchases. This builds an emotional connection and reinforces authenticity.
• •Use Elegant & Evocative Language: Employ descriptive words that convey the luxurious feel, softness, and quality of the natural fibers, as well as the sophistication of the designs.
• •Educate and Inform: Provide valuable content about garment care, the benefits of natural fibers, and the principles of slow fashion. This positions the brand as a knowledgeable and trustworthy resource.
• •Maintain Visual & Verbal Harmony: Ensure that the tone of the copy is consistently reflected in the brand's visual identity (photography, website design, social media aesthetic) – clean, refined, natural, and warm.

Social Perception

Mia Fratino is perceived as a premium, high-quality, and trustworthy brand by those familiar with it. Customers value the luxurious feel of the cashmere and natural fibers, the timelessness of the designs, and the brand's strong ethical and sustainable credentials. The brand is seen as an investment, with pieces that are made to last. This aligns with their slow fashion and quality over quantity messaging. Their commitment to ethical practices and transparency, including owning their factory in Sri Lanka and their non-profit work, resonates positively with conscious consumers. The brand's stance on boycotting major sales events like Black Friday is noted and often praised by customers who appreciate the call for more mindful consumption, leading to increased brand loyalty. While luxury often implies exclusivity, Mia Fratino's narrative of my sister and community engagement adds a layer of warmth and relatability, making the luxury feel more accessible and value-driven.

Copy Examples

• •Headline: The Enduring Embrace of Nature. Body: Discover Mia Fratino's 100% Mongolian Cashmere. Ethically sourced, consciously crafted, and designed to journey with you through seasons of life. More than knitwear, it's a commitment to sustainable luxury and timeless style. Call to Action: Explore the Collection.
• •Headline: Woven with Care, Worn with Conscience. Body: Each Mia Fratino garment tells a story of empowerment from our own Sri Lankan factory, where fair wages and respect are paramount. Feel the difference that ethical craftsmanship and the finest natural fibres make. Call to Action: Our Ethical Promise.
• •Headline: Beyond Trends: Invest in Timeless Elegance. Body: We believe in 'slow fashion' – pieces made to last, cherished for their quality, and loved for their enduring style. Our pure cashmere and natural fibre knits are designed for life’s moments, big and small. Call to Action: Shop Sustainable Styles.
• •Headline: Luxury That Nurtures. Body: Experience the gentle touch of our sustainably sourced cashmere, merino, and unique Eco-Furino blends. Kind to your skin, kind to the planet, and empowering the communities who craft them. That's the Mia Fratino way. Call to Action: Discover Our Fibres.
• •Headline: Join the Quiet Luxury Movement. Body: Embrace mindful consumption with Mia Fratino. We stand for quality over quantity, transparent pricing, and pieces you'll treasure for years, not just a season. It’s not just fashion; it’s a philosophy. Call to Action: Learn About Our #NoPlayBlackFriday Stance.