Brand Tone

Elegant & Sophisticated, Empowering & Confident, Conscious & Responsible, Approachable Luxury, Modern & Timeless

Brand Values

• •Simplicity & Understated Elegance
• •Quality & Craftsmanship
• •Sustainability
• •Ethical Production
• •Empowerment of Women
• •Versatility & Longevity
• •Community

Best Practices

• •Develop a Brand Voice Guide: Document key tonal attributes (e.g., elegant, confident, conscious, approachable), approved vocabulary, and phrases to avoid. Share this with anyone creating content.
• •Prioritize "Elegant Simplicity": Use clear, concise language that conveys sophistication without being overly verbose or exclusionary. Let the quality and design speak for themselves.
• •Weave in Values Naturally: Instead of just stating "we are sustainable," show it by talking about "limited runs using premium deadstock fabrics" or "ethically crafted in our Melbourne atelier." This makes the values tangible.
• •Speak to Empowerment: Frame product benefits around how they make the wearer feel (e.g., "feel confident and sophisticated," "empowering women to express their individuality").
• •Maintain Consistency Across Platforms, Adapt for Nuance: While the core tone remains, adjust the delivery slightly for each platform. Instagram might be more visual with aspirational captions, while TikTok could be more direct and engaging, and website copy more detailed and informative. The underlying elegance and consciousness should always shine through.

Social Perception

High-Quality and Stylish, Ethical and Conscious Choice, Melbourne-Based Designer Label, Investment Pieces, Community-Oriented

Copy Examples

• •Headline (Website/Social Media): SHÉ: Where Timeless Design Meets Conscious Craftsmanship. Elevate your style, effortlessly. Body: Discover pieces made to empower. Crafted in Melbourne from luxurious, sustainable fabrics, our collections offer enduring elegance for the modern woman. Feel confident, look sophisticated, live consciously.
• •Instagram Post Caption (New Collection): Introducing 'Ember' — a curated selection of signature silhouettes reimagined. Each piece is a testament to timeless style and mindful creation, designed in Melbourne to move with you, from dawn till dusk. Embrace the SHÉ woman: confident, chic, conscious. #SHESociete #MadeInMelbourne #SustainableLuxury #TimelessElegance
• •Product Description (e.g., for a versatile dress): The Cecil Gilet Dress: An icon of quiet confidence. This versatile piece blurs the lines between structure and sensuality, cut in a fluid wrap silhouette for endless styling potential. Cinch it as a dress or layer it over trousers for understated sophistication. Designed in Melbourne with luxurious silk wool, embodying our commitment to empowering design and sustainable practices. Own your duality: soft and strong, bold and effortless.
• •Email Newsletter Subject: Inside SHÉ: Conscious Luxury & Your Exclusive 10% Off. Body Snippet: Welcome to the Societé. At SHÉ, we believe in fashion that endures—in style, quality, and principle. Discover our latest Melbourne-made collection, crafted from premium deadstock fabrics, and enjoy 10% off your first order to begin your journey with timeless elegance. Join a community that values simplicity, sophistication, and a gentler footprint.
• •TikTok Video Concept/Overlay Text: Video: Quick cuts showing a SHÉ blazer styled for a work meeting, then a casual brunch, then an evening event. Overlay Text: "Melbourne Made, Globally Worn." "Your Wardrobe Hero: The [Product Name] Blazer." "Effortless. Ethical. Elegant." "SHÉ: Dress with Intention." Caption Idea: One blazer, endless confidence. Discover versatile pieces designed to empower your every moment. Made consciously in Melbourne. #SHESociete #CapsuleWardrobe #SustainableFashion #MelbourneStyle