Brand Tone

Authentic, personal, sophisticated, effortless, mindful, and conscious, reflecting the founder's philosophy and encouraging thoughtful consumption.

Brand Values

• •Sustainability & Ethics
• •Timelessness & Quality
• •Personal Expression & Individuality
• •Italian Heritage & Craftsmanship

Best Practices

• •Always connect the product back to the brand's core values. Don’t just sell a shirt; sell a "Made in Italy" piece crafted from rescued fabric that represents a more conscious way of dressing.
• •Write as if Michela Meni is speaking directly to a friend. Use "we" and "I" to maintain the personal touch. Share the inspiration behind product names and designs to build a deeper connection with the audience.
• •Use descriptive words that evoke a sense of touch, quality, and timelessness. Terms like "exquisite," "sartorial," "fluidity," "soft-structured," and "artisanal" reinforce the premium nature of the products.
• •While the target language is English, incorporating key Italian phrases like "Meno, ma meglio" adds authenticity and reinforces the brand's heritage. Use this sparingly to maintain clarity for a global audience.
• •Explain the concepts of "deadstock" and "upcycling" in a simple, positive way. Frame it as a creative and resourceful choice that results in a more beautiful and unique garment, rather than a lecture on environmentalism. This makes sustainability feel inspiring and accessible.

Social Perception

Michela Meni Studio is perceived as an authentic, founder-led brand offering an alternative to fast fashion. It's seen as a 'creator of style,' reflecting Michela Meni's personal taste (a blend of masculine/feminine, vintage/modern, high-quality/practical), appealing to customers who value sustainability, timeless design, and investing in garments with a personal story.

Copy Examples

• •The Mario Blazer: Not just a jacket, but a story. Named after someone very dear to us, the Mario Blazer is our vision of the perfect timeless piece. Cut from exquisite deadstock wool sourced in Italy, its slightly oversized fit and sartorial details are designed to be worn, loved, and passed down. It’s the feeling of borrowing from a loved one’s wardrobe, beautifully remade just for you. Wear it over a simple tee or a silk dress—make the story your own.
• •A silhouette you’ll return to, season after season. The Timo trousers are designed with a relaxed, flattering cut that blends masculine structure with feminine ease. Crafted by our Italian artisans from a limited run of upcycled pinstripe cotton, they move with a beautiful fluidity. Featuring subtle pleats and a clean waistline, they are the foundation of a conscious, elegant wardrobe. Pair them with a simple knit or our Ermione shirt for an effortlessly sophisticated look.
• •Michela Meni Studio was born from a simple belief: "Meno, ma meglio" – Less, but better. We found beauty in the fabrics left behind, the forgotten rolls of exquisite Italian textiles. In our studio, we give them a new life, transforming them into timeless garments made with soul and skill. This isn't just about clothing; it's a commitment to conscious choices, personal style, and the art of Italian craftsmanship.
• •For the love of things that last | New arrivals inside. Discover pieces crafted with intention and Italian soul.
• •It starts with a beautiful fabric, saved from being forgotten. Crafted with skill, right here in Italy. Worn with love, for a lifetime. Style that’s personal. Quality that endures. Sustainability that matters. This is Michela Meni Studio.