Brand Tone

Confident and Bold, Sophisticated yet Edgy, Culturally Aware and Story-Driven, Empowering, Playful with a 'Dark Humour'

Brand Values

• •Cultural Heritage & Storytelling
• •Empowerment of Women
• •Craftsmanship & Quality
• •Authenticity & Self-Expression
• •Social Consciousness & Community
• •Duality and Contrast

Best Practices

• •Embrace Confident & Evocative Language: Use strong verbs and evocative adjectives that reflect boldness, sophistication, and the 'intellectual glam' of the brand. Avoid passive voice.
• •Weave in the Narrative: Consistently link designs and collections back to the brand's core stories – heritage, cultural observations, personal inspirations, and the empowerment of women. Make the copy feel like a continuation of the Nafsika Skourti story.
• •Speak Directly to the Muse: Write as if addressing the 'independent, confident woman' the brand designs for. Use language that resonates with her intelligence, her appreciation for art and culture, and her desire for self-expression.
• •Highlight Duality and Contrast: When appropriate, use copy that plays with the brand's love for contrasts (e.g., 'beautifully tailored' yet 'culturally relevant,' 'glamour' with 'anti-glamour,' 'statement' yet 'subtle').
• •Maintain Authenticity and Purpose: Ensure the copy reflects the genuine values of the brand, including its commitment to craftsmanship, social consciousness, and cultural integrity. Let the passion behind the designs shine through in the words.

Social Perception

Culturally Significant, Luxurious and High-Quality, Bold and Empowering, Artistic and Story-Rich, Pioneering, Supportive of Palestinian Identity

Copy Examples

• •Unveiling 'Heritage Reimagined.' Each piece a dialogue between ancestral echoes and contemporary audacity. For the woman who carries her story as her armour and her glamour as her voice. Discover the collection – wear your narrative.
• •More than a silhouette, it's a statement. The [Jacket Name] – where impeccable tailoring meets an unapologetic spirit. Crafted for boardrooms, art galleries, and the revolutions you lead daily. Own your power.
• •Woven with intention, adorned with artistry. Our [Product Name] features hand-crafted details by the inspiring refugee women we partner with in Jordan. Wear a piece that’s not just beautiful, but a part of a beautiful story of resilience and empowerment.
• •Midnight conversations. Unspoken allure. The [Dress Name] is for nights that demand more than just an outfit—they demand an entrance. Embrace the dualities: fiercely elegant, subtly provocative. This is your anti-glamour glamour.
• •From the heart of our heritage, for the soul of our future. The 'Hobi Falasteen' floral, a vibrant testament to enduring spirit and beauty. Every thread tells a story of resilience, every purchase supports our continued commitment. #NafsikaSkourti #LovePalestine #FashionWithPurpose