Brand Tone

Aspirational & Evocative, Friendly & Engaging, Conscious & Responsible, Empowering & Inclusive, Chic & Elegant, yet Natural

Brand Values

• •Eco-responsibility & Sustainability
• •Ethical Production
• •Quality & Durability
• •Inclusivity & Body Positivity
• •Transparency
• •Authenticity & Local Connection
• •Femininity & Empowerment

Best Practices

• •Embrace the Biarritz Spirit: Consistently weave in the aspirational, chic, yet relaxed and natural vibe of Biarritz. Use sensory language that evokes the sun, sea, and coastal ease.
• •Prioritize Eco-Conscious Language: Always highlight the sustainable and ethical aspects naturally within product descriptions and brand storytelling. Be specific about materials (e.g., ECONYL®, OEKO-TEX) and production ethics.
• •Speak Inclusively and Empoweringly: Use language that celebrates all body types and aims to make women feel confident and beautiful in their skin. Avoid exclusionary terms.
• •Maintain a Friendly & Authentic Voice: Especially in social media and customer communications, keep the tone approachable, genuine, and community-oriented. Encourage interaction.
• •Balance Elegance with Practicality: While the brand is chic, the products are also functional. Copy should reflect this by highlighting both the beautiful design and the comfort, durability, and suitability for an active beach lifestyle.

Social Perception

SOWE Biarritz is generally perceived as a reputable, high-quality, and stylish swimwear brand with a strong commitment to ethical and sustainable practices. They are seen as embodying the desirable lifestyle of Biarritz – chic, connected to the ocean, and effortlessly cool. The focus on eco-friendly materials and European production resonates positively with conscious consumers. Their efforts towards inclusivity and body positivity are likely to be well-received. The brand appears to be growing and gaining recognition outside its local French market.

Copy Examples

• •Headline (Eco-Focus): Dive into Summer, Sustainably. Our new collection, crafted from recycled ocean fabrics. Feel good, look amazing. Body: SOWE Biarritz brings you swimwear that loves the planet as much as you love the water. Made with ECONYL® regenerated nylon and OEKO-TEX certified materials, each piece is a promise of style, comfort, and a cleaner ocean. Designed in Biarritz, made with care in Europe.
• •Instagram Caption (Lifestyle/Community): Sun-kissed shoulders and salty air – that's the SOWE Biarritz spirit! ☀️🌊 What does your perfect Biarritz day look like? Share your dreams below! #SOWEBiarritz #BasqueCoast #SummerVibes #EthicalSwimwear #MadeInEurope
• •Product Description (Focus on Fit & Femininity): Meet the 'Océane' one-piece: where timeless elegance embraces every curve. Designed to make you feel effortlessly confident, from your morning swim to sunset cocktails. Adjustable straps and a supportive cut ensure the perfect fit for all silhouettes. Because every woman deserves to shine. #SOWESwim #BodyPositive #TimelessDesign
• •Email Subject Line (New Collection/Exclusivity): Inspired by Biarritz: Discover the SOWE Summer '25 Collection Inside. Body Snippet: Woven with the vibrant energy of the Basque coast and our commitment to a gentler footprint. Explore new sustainable styles, designed for endless summers and conscious hearts.
• •About Us Snippet (Values-Driven): Born in Biarritz, SOWE is more than swimwear – it's a commitment. To the ocean that inspires us, the women who wear us, and the planet we share. We craft beautiful, lasting pieces from eco-responsible materials, ensuring ethical practices every step of the way. Join us in celebrating conscious style and the art of coastal living.