Brand Tone

Aspirational, exclusive, and sophisticated, emphasizing luxury, heritage, and a lifestyle of elegance and tradition.

Brand Values

• •Timelessness
• •Quality & Craftsmanship
• •Understated Luxury
• •Heritage

Best Practices

• •Use evocative, sensory language to describe the feeling and immerse customers in the lifestyle, rather rather than just listing features.
• •Emphasize legacy and timelessness, framing products as long-term investments that transcend seasons.
• •Maintain an exclusive tone by using words like "curated," "exclusive," and "for the discerning" to create a sense of belonging to a select group.
• •Avoid hard sells and urgent language, opting for refined invitations that align with the brand's calm confidence.
• •Ensure brand story cohesion across all platforms and products, as inconsistent product offerings dilute brand identity and erode trust.

Social Perception

Fractured; perceived as successfully tapping into the 'Old Money' trend on platforms like TikTok, but undermined by brand dissonance due to unrelated products, leading to potential customer confusion and erosion of perceived authenticity regarding heritage and specialized craftsmanship.

Copy Examples

• •Crafted from pure Italian linen, these trousers are not just worn; they are experienced. The relaxed, tailored fit offers effortless comfort from a sun-drenched coastal drive to an evening aperitivo. A testament to enduring style, designed for the man who values permanence over passing trends.
• •The Art of Timeless Dressing | Inside Your Wardrobe
• •They Won't See a Label. They'll See a Legacy. Old Money Italia—Wear It Forever.
• •Some things never fade: quality, confidence, and true Italian style. Our latest collection is an homage to the elegance that is whispered, not shouted. #OldMoneyAesthetic #TimelessFashion #ItalianStyle
• •Beyond Fashion. Building a Legacy. Discover garments crafted with Italian soul.