Brand Tone

Elegant, Sophisticated, and Bold. The brand communicates with a tone of refined elegance and sophistication. The language used in product descriptions and news articles emphasizes luxury, high-quality craftsmanship, and timeless style. There is also a bold and confident undertone, targeting a woman who is "of character, determined, who knows what she wants and how to get it."

Brand Values

• •Quality Craftsmanship: Strong emphasis on high-quality, handmade products, meticulous creation process, fine materials, detailed embellishments, and "Made in Italy" origin.
• •Exclusivity and Uniqueness: Offers a sense of exclusivity through handmade, unique garments and bespoke tailoring services, positioning itself as an alternative to mass-produced luxury.
• •Feminine Empowerment: Aims to enhance and celebrate femininity, targeting a cosmopolitan, confident woman who desires to express herself and values her individuality, designing clothing to make the wearer feel happy and positive.

Best Practices

• •Use an Elegant and Evocative Vocabulary: Consistently use words that reflect luxury, quality, and sophistication. Terms like "meticulously crafted," "exquisite," "opulent," "timeless," "hand-finished," and "artistry" reinforce the brand's high-end positioning.
• •Emphasize Italian Heritage and Craftsmanship: Always highlight the "Made in Italy" aspect and the handmade nature of the products. This is a core value and a significant differentiator. Narrate the story of the craftsmanship behind the pieces.
• •Speak to the Confident, Cosmopolitan Woman: Write for the target audience: a determined, positive, and stylish woman. The copy should empower her and reflect her desire for unique, high-quality fashion that enhances her femininity.
• •Maintain a Consistent Tone Across All Channels: Whether it's a social media post, product description, or customer service email, the tone should always be professional, elegant, and warm. This builds trust and a cohesive brand experience.
• •Balance Boldness with Sophistication: The brand's designs can be bold, featuring daring necklines or thousands of crystals. The copy should reflect this confidence but always frame it within the context of refined style and elegance, avoiding any language that could be perceived as flashy or ostentatious.

Social Perception

High-End and Glamorous. Miriam Stella is perceived as a luxury fashion brand catering to a discerning clientele that appreciates intricate details and high-quality materials. It is associated with glamour and attracts fashion enthusiasts and influencers.

Copy Examples

• •Elegance is an attitude. Our new silk gown, meticulously handcrafted in Italy, is designed for the woman who commands attention without saying a word. Adorned with 10,000 hand-sewn crystals, it’s not just a dress—it’s a statement. #MiriamStella #ItalianLuxury #HandmadeElegance #EveningWear
• •Miriam Stella: Uncompromising Italian Luxury. For the Bold and the Beautiful.
• •Discover the Art of Italian Craftsmanship. The new collection has arrived. Timeless elegance, designed for today's empowered woman.
• •Define glamour with this exquisite piece from our Party Collection. This jacket is a testament to our commitment to quality, featuring over 15,000 precious crystals and voluminous feathers on a tailored silhouette. Each detail is a tribute to the confident woman who wears it, blending sophisticated style with brilliant artistry. Made in Italy.
• •An Invitation to Timeless Elegance | Your Exclusive Look Inside the New Collection