Brand Tone

Elegant, Cultured, and Conscious

Brand Values

• •Artisanal Craftsmanship
• •Sustainability
• •Cultural Fusion
• •Female Empowerment
• •Modern Elegance

Best Practices

• •Always connect the products back to the core brand story—the fusion of cultures, the designer's nomadic inspiration, and the commitment to sustainability. Every piece has a narrative.
• •Employ descriptive words that evoke feelings of elegance, travel, and texture. Phrases like "earth-toned romance," "billowing shades," and "tactile textures" create a much stronger impression than simple descriptions.
• •Explicitly mention the artisanal process, the use of upcycled luxury fabrics, and the partnership with female artisans. This is a key differentiator and a core value that resonates with the target audience.
• •The copy should be confident but not loud. It should feel sophisticated, intelligent, and respectful of the consumer's values. Avoid slang, excessive emojis, or hard-sell tactics.
• •The tone of the copy must always align with the brand's visual identity. The soft, cultured, and elegant feel of the photography should be mirrored in the words used across all platforms.

Social Perception

The brand is viewed as a "premium brand" with a refined and modern aesthetic. Its focus on slow-fashion and use of high-quality, upcycled materials positions it as a desirable and responsible choice for conscious consumers. It is seen as part of a new generation of designers successfully merging heritage with modernity, appealing to a niche, discerning clientele.

Copy Examples

• •Where Italian elegance meets the soul of Marrakech. Our new Fatine dress, crafted from exquisite reclaimed fabrics, moves with the grace of a desert breeze. Each stitch is a story, woven by the hands of the incredible female artisans we partner with. Discover a piece that’s more than just fashion—it’s a feeling. #SarahMaj #SlowFashion #ArtisanalCraft
• •Embrace timeless sophistication with the Katerine Coat. Meticulously tailored from a luxurious blend of wool and cashmere, its lush olive hue is inspired by the serene landscapes of North Africa. The double-breasted silhouette offers a classic structure, providing both warmth and an air of effortless elegance. A cornerstone piece for the conscious wardrobe, designed to be cherished for years to come.
• •Inspired by Travel, Crafted with Purpose | The New Collection is Here - Stories of Milan and Marrakech, woven into every piece...
• •Wear the World. You believe in fashion with a soul. So do we. Sarah Maj was born from a journey between continents, a love for authentic craftsmanship, and a commitment to sustainability. We use surplus fabrics from Europe's finest houses and partner with Moroccan artisans to create timeless pieces with a story. Shop our collection and support a more beautiful, conscious world.
• •The hands that make our heritage. ✨ Our designs come to life with a women's empowerment association in Marrakech. This is slow fashion in motion. #MadeInMorocco #EthicalFashion #WomenEmpowerment #Artisan