Brand Tone

Intellectual, purposeful, artistic, educated, intentional, thoughtful, precise, sophisticated, confident, enduring, academic, informative, and inspiring, positioning products as pieces of a larger conversation about design, sustainability, and materiality.

Brand Values

• •Sustainability as a Pillar
• •Intellectual and Artistic Innovation
• •Purposeful and Functional Design
• •Feminist and Collaborative Spirit

Best Practices

• •Lead with the "Why": Always connect the product back to the brand's core values. Don't just sell a dress; explain why it was made in a certain way, the material it's made from, and the idea it represents. The narrative is as important as the item itself.
• •Use an Educated Lexicon: Employ precise and thoughtful language. Terms like "atelier," "materiality," "architectural," "circularity," and "process" are on-brand. Avoid generic marketing buzzwords, slang, or overly effusive language. The tone is more academic journal than fashion blog.
• •Embrace Minimalism in Copy: Just as the designs are often minimalist, the copy should be concise and impactful. Avoid long, rambling sentences. Each word should be chosen with intention. White space in text is as important as it is in design.
• •Highlight Process and Intellect: Share the "behind-the-scenes" of the design and creation process. This reinforces the values of innovation and craftsmanship. Post about the development of a new textile, the inspiration behind a silhouette, or the work of the WIP Collaborative. This engages an audience that appreciates the intellectual labor behind the product.
• •Maintain a Consistent Visual and Textual Aesthetic: The tone of the copy must be mirrored in the visuals. The photography should be clean, artistic, and often architectural in its composition. This synergy between word and image is crucial for a brand that is so heavily rooted in design principles.

Social Perception

Respected, niche, and high-concept. Perceived as a high-end, artistic endeavor highly regarded by peers in design and architecture for its intellectual rigor and commitment to sustainability. The target audience is educated, ethically-minded consumers who are patrons of arts and design, valuing intellectual and academic affiliations over mass-market popularity.

Copy Examples

• •The Axis Jacket is an inquiry into structure and fluidity. Drawing inspiration from architectural blueprints, its tailored lines are softened by a custom-milled fabric woven from repurposed textiles. A garment designed not for a season, but for a permanent collection. Made-to-order in our Brooklyn atelier to honor a commitment to mindful production.
• •Process becomes product. We've been exploring the potential of thread waste, transforming these forgotten fragments into a new textile with its own unique texture and narrative. This is not just a material; it's a statement against disposability and a testament to the beauty of circular design. #SeraGhadaki #MaterialInnovation #SustainableFashion #CircularDesign
• •SERA GHADAKI exists at the intersection of the body and the built environment. We create garments and objects with purpose, viewing fashion as a discipline of thought and an art form to be lived in. Each piece is a quiet rebellion against the ephemeral, designed to be both intellectually engaging and enduringly wearable.
• •Subject: Introducing 'Tessellate' - A Study in Form and Shadow. | Dear Collector, We are pleased to unveil our latest collection, 'Tessellate.' Inspired by the interplay of light and geometry in urban landscapes, these new pieces explore how structure can create a unique form of comfort. Discover a curated selection of garments that merge bold minimalism with our unwavering commitment to sustainable, made-to-order craftsmanship.
• •For those who believe design is a language. SERA GHADAKI offers garments built with architectural integrity and an artist's touch. Rethink your wardrobe as a curated space. Discover design with purpose. [Link to website]