Brand Tone

Aspirational & Evocative, Sophisticated yet Relaxed, Feminine & Confident, Wanderlust-Inspired, Story-driven

Brand Values

• •Modern Femininity: Designing for the contemporary woman, embracing her strength and softness.
• •Timelessness over Trends: Creating pieces with lasting appeal and versatility.
• •Quality Craftsmanship: Emphasis on good design, attention to detail, and durable construction.
• •Conscious Choices: Increasingly highlighting natural fabrications and thoughtful design processes. (e.g., "Designed in Melbourne, Australia, Steele is committed to creating timeless pieces from the most considered fabrications and conscious processes." - from their site).
• •Effortless Style: Providing pieces that make women feel beautiful and put-together without excessive effort.
• •Empowerment through Expression: Clothing as a tool for self-expression and feeling confident.

Best Practices

• •Embrace Evocative Language: Use descriptive adjectives and verbs that appeal to the senses and emotions. Think "sun-kissed," "whisper-soft," "drifting," "captivating."
• •Tell a Story: Frame collections, pieces, and even everyday moments with a narrative. What journey is this piece for? What feeling does it evoke?
• •Maintain an Aspirational yet Attainable Voice: While showcasing an ideal, ensure the language feels inviting and relatable to the target customer's desires for beauty and specialness in her own life.
• •Align with Visuals: Ensure copy complements the imagery. If the photo is dreamy and romantic, the copy should echo that. If it's more confident and bold, the language can reflect that too.
• •Consistently Weave in Brand Values: Subtly reference themes of conscious craftsmanship, timelessness, modern femininity, and effortless style in product descriptions, social captions, and email marketing.

Social Perception

Steele is generally perceived as a desirable, mid-to-high-end Australian fashion label. It's known for its distinctive feminine dresses, prints, and resort-inspired wear. Customers see it as a brand for special occasions but also for elevated everyday wear. The brand image is strongly associated with travel, beautiful aesthetics, and a certain lifestyle. It's considered stylish, on-trend yet timeless, and of good quality. There's an appreciation for its unique design perspective that stands out from mass-market fast fashion.

Copy Examples

• •Meet Allora. Inspired by sun-drenched coastlines and the whisper of an endless summer. Discover pieces designed to move with you, from golden hour glow to twilight moments. Your next story begins here.
• •The embodiment of effortless grace. Our [Dress Name] in soft, breathable linen, features delicate [detail, e.g., embroidery/smocking] and a silhouette that dances with every step. Ready for wherever the day, or night, may take you.
• •Chasing light and living in the moment. Our latest arrivals are crafted for these very feelings – pure, unadulterated joy. #steelelabel #ModernFemininity
• •Just Landed: Designs to Ignite Your Wanderlust ✨
• •At Steele, we believe in the quiet power of a perfectly crafted piece. Clothing that not only looks beautiful but feels intrinsically *you*. For the woman who designs her own life, with intention and effortless style.