Brand Tone

Edgy & Rebellious, Youthful & Trendy, Playful & Bold, Inclusive & Empowering (Subtle)

Brand Values

• •Self-Expression & Individuality
• •Accessibility
• •Timeless & Trendy Quality
• •Feminine Energy
• •Human Connection through Fashion

Best Practices

• •Embrace the Juxtaposition: Consistently play with the "Pretty" vs. "Damage" concept. Use language that is both alluring and slightly provocative or rebellious.
• •Stay Current with Youth Language (Authentically): Incorporate relevant slang, emojis (like "❤︎", "☆", "🔥", "🖤"), and trending audio/formats on platforms like TikTok, but ensure it feels genuine to the brand's edgy persona and not forced.
• •Visual Storytelling is Key: Ensure photography and videography match the edgy, grunge, and Y2K aesthetic. User-generated content (if encouraged and curated) can amplify this.
• •Engage with Attitude: When responding to comments or messages, maintain the brand's voice. Be confident, a little playful, and perhaps slightly cheeky, while still being helpful.
• •Consistency Across Channels: Whether it's a product description on the website, a TikTok caption, or an email newsletter, the core tone (edgy, youthful, bold) should be recognizable, even if the specific message is tailored to the platform.

Social Perception

As a Fashion Statement, Trendy and Online-Centric, Good Quality for Price (Wholesale), Niche Appeal

Copy Examples

• •Unleash your angst. Our new GRUNGECORE drop is here to rip up the rulebook. Wear the damage. #PrettyDamage #GrungeFashion #NewCollection
• •Flashback to the flip phone era, but make it fashion. This Y2K dream just landed. Get it before it’s history (again). 😉 #PrettyDamage #Y2KStyle #Throwback
• •Your wardrobe called, it's screaming for an upgrade. Snag [Percentage]% off everything with code [CODE]. Don't just look pretty, look pretty damaging. 🔥 #PrettyDamageSale #StyleSteal
• •Pretty on the outside, a little damaged on the inside. Own it. ✨ Express your chaos. #PrettyDamageLabel #AlternativeFashion
• •From mosh pit to midnight muse. This top does it all. Style it your way and show us your #PrettyDamage. 🖤