Brand Tone

Confident and empowering, Parisian chic, passionate and authentic, aspirational yet accessible.

Brand Values

• •Celebrating Women
• •Quality and Savoir-Faire
• •Comfort and Fit
• •Timelessness and Modernity
• •Ethical Responsibility and Transparency

Best Practices

• •Lead with Female Empowerment: Center the narrative on the "Oraije woman." Use an empowering vocabulary (e.g., "confident," "inspiring," "bold," "un-stoppable") that celebrates her complexity and ambition.
• •Anchor in Parisian Identity: Consistently reference Paris, not just as a location, but as an attitude—effortless, chic, and modern. This reinforces the brand's core identity and aspirational quality.
• •Weave in "Savoir-Faire": Regularly mention the brand's craftsmanship, expertise, and attention to detail. Use terms like "crafted," "meticulous," "signature fit," and "quality materials" to justify the product's value and build trust.
• •Speak with Passion and Authenticity: Use the brand's family history and passion for denim to tell a story. Be transparent about processes, as seen with their "Made in China - et fier" campaign, to create a genuine connection with the audience.
• •Focus on "The Fit That Adapts to You": Make the core promise of comfort and a perfect fit a constant refrain in all communications. This message directly addresses a common pain point for denim shoppers and highlights the brand's primary value proposition.

Social Perception

Generally positive, recognized for women's jeans and Parisian identity. Customers highlight quality and flattering fit. The collaboration with Diane Leyre positions the brand as desirable and inspiring. Transparency about "Made in China" is a key talking point, presented by the brand as breaking prejudices. Strong social media presence (especially Instagram) helps build community and reinforces its image as a trendy denim authority.

Copy Examples

• •From a stroll along the Seine to your most important meeting. Our signature straight-leg jeans are crafted with Parisian savoir-faire, designed to move with you and empower every step. This isn't just denim; it's your daily dose of confidence. #OraijeParis #TheArtOfDenim
• •Parisian by design. Confident by choice. Discover jeans that don't just fit your body, but celebrate it. The perfect fit is waiting.
• •That effortless Parisian style? We bottled it.
• •Meet the modern flare. We've reimagined the vintage icon with our signature stretch denim for unparalleled comfort and a silhouette that empowers. Each pair is meticulously crafted, from the specific threads we choose to the final stitch, ensuring a fit that adapts to you. Timeless style, perfected for the modern woman.
• •Jeans should be a promise of comfort, not a compromise. At Oraije Paris, we've spent 20 years perfecting denim for every woman. With 10+ signature cuts designed in Paris, find the pair that makes you feel unstoppable. Shop the collection with free shipping.