Brand Tone

Aspirational, free-spirited, artisanal, evocative, and romantic, focusing on storytelling and emotional connection with the audience.

Brand Values

• •Craftsmanship & Quality (Made in Italy, high-quality natural fabrics, hand-dyed production by skilled artisans)
• •Individuality & Authenticity (self-expression, unique and timeless designs)
• •Accessible Luxury (high-quality, Italian-made fashion bridging runway designs and mass-market)
• •Femininity & Bohemian Spirit (celebrating feminine bohemian design for free spirits)

Best Practices

• •Lead with the "Why": Always start with the brand's core values, emphasizing "Made in Italy," "Hand-dyed," and "For free spirits" to establish the brand’s unique selling proposition.
• •Use Sensory and Evocative Language: Employ words that evoke feelings of touch, sight, and emotion (e.g., "sun-filled prints," "shimmery details," "soft feeling on the skin," "timeless silhouettes") to create a richer, more desirable brand world.
• •Tell a Story: Frame every product and post as part of a larger narrative about Italian craftsmanship, bohemian freedom, and timeless elegance, connecting the clothing to a lifestyle and philosophy.
• •Champion Authenticity: Highlight the brand's mission against fast fashion and educate consumers on the value of quality materials and artisanal production.
• •Foster Community: Use inclusive language and community-focused hashtags like #ScandalBabe to make customers feel part of an exclusive, like-minded group that appreciates art and quality.

Social Perception

Perceived as a high-quality, desirable brand offering excellent value, beautiful, comfortable, and unique clothing. It has successfully carved out a niche as 'bohemian luxury' that is both aspirational and attainable, with Italian craftsmanship and competitive pricing resonating strongly with its target audience.

Copy Examples

• •Woven with Italian sunshine and the soul of a free spirit. Our new hand-dyed silk tunic is a love letter to timeless style. Made for chasing horizons and creating your own light. #ScandalItaly #MadeWithLoveInItaly #BohemianLuxury
• •Art You Can Wear: Discover Our New Italian-Made Arrivals.
• •Feel the whisper of the Mediterranean in our Capri Linen Dress. Each piece is hand-dyed by artisans in Italy, creating a one-of-a-kind garment that’s as unique as you are. With its flowing silhouette and breathable fabric, this is more than a dress—it's a wearable escape.
• •For the Woman Who Follows Her Own Trend. High-End Bohemian Clothing, Made with Love in Italy.
• •Fast fashion fades. True style is timeless. At Scandal Italy, we create luxurious, hand-dyed pieces in Italy that are made to last a lifetime. Discover the difference of authentic craftsmanship and find a piece you'll love forever.