Brand Tone

Empowering, Aspirational, and Relatable

Brand Values

• •Empowerment
• •Sustainability & Ethics
• •Quality & Timelessness
• •Integrity & Transparency

Best Practices

• •Lead with Empowerment: Every piece of copy, from a product description to a social media caption, should connect back to the core value of making the customer feel confident and capable. Use strong, active language.
• •Tell the Founder's Story: Continue to weave the founder's journey and the "why" behind the brand into marketing materials. Authenticity is a key differentiator; remind customers they are supporting a real person with a clear mission.
• •Highlight Sustainability Simply: Avoid jargon. Instead of complex terms, use clear and direct phrases like "Made in the UK," "Crafted from upcycled fabrics," or "Produced in small, waste-free batches." This makes the brand's ethical stance accessible and impactful.
• •Balance Aspiration with Relatability: Showcase the clothing in stylish, aspirational settings, but ensure the tone remains down-to-earth and relatable. Use "you" and "we" to create a sense of community and direct connection with the customer.
• •Emphasize Versatility and Longevity: Frame the products as investments. Use copy to explain how a single piece can be styled for multiple occasions ("office to out," "work to weekend"). This reinforces the brand’s slow-fashion values and provides tangible value to the customer.

Social Perception

sincere, stylish, and mission-driven startup

Copy Examples

• •Headline: The Only Meeting It Can't Handle? The One You're Not In. Body: From boardroom presentations to after-work cocktails, our Signature Blazer isn't just a piece of clothing; it's a statement. Made with care in the UK from sustainable fabrics, it’s designed to empower you through every part of your day. Feel good. Look incredible. #MyLookLondon #WorkwearThatWorks #PowerDressing
• •Headline: Your Ambition, Tailored. Body: Discover our new collection of timeless workwear, designed for the woman who does it all. Versatile, sustainable, and empowering—because your style should work as hard as you do.
• •Headline: Stop Searching for the Perfect Work Dress. We Already Made It. Body: Feeling confident shouldn't be complicated. At My Look, we create stylish, versatile dresses that take you from 9-to-5 and beyond, effortlessly. Founded on the belief that fashion can empower, our pieces are sustainably made in London for a look you can feel great about. Shop the collection.
• •On-screen text: "The 8 AM 'I got this' look." "The 8 PM 'I earned this' look." Caption: One dress, two vibes. Our Belted Co-ord is for every part of your story. ✨ #OfficeToOutfit #SlowFashion #MyLookStyle #CapsuleWardrobe
• •Subject: More Than Just Clothing, It's a Feeling. Body: When I started My Look from my London apartment, I wanted to create more than just clothes. I wanted to capture the feeling of putting on an outfit and knowing you can take on whatever the day holds. Every piece is designed with that power in mind and made sustainably, right here in the UK. This is style with a story. This is My Look.