Brand Tone

Approachable, empowering, authentic, friendly, no-fluff, and vivacious.

Brand Values

• •Confidence and Empowerment
• •Authenticity and Relatability
• •Inclusivity and Body Positivity
• •Community
• •Personalized Guidance

Best Practices

• •Lead with Empowerment: Every piece of copy, from a tweet to a product description, should aim to uplift and empower the reader. The goal is not just to sell a garment but to sell a feeling of confidence.
• •Use "You" and "I" Language: Speak directly to the customer as a friend. Use a conversational, first-person voice (representing Melina) to build and maintain that personal connection. Phrases like "I'm here to help you" or "Let's find what makes you feel amazing" are key.
• •Keep it Real and Relatable: Incorporate real-life scenarios and challenges that the target audience faces (e.g., busy schedules, body changes). Avoid overly technical fashion jargon and focus on practical, stress-free solutions.
• •Foster Community in Your Copy: Use inclusive language like "Join the club," "our community," and "we're in this together." Encourage interaction by asking questions and inviting customers to share their own style journeys.
• •Be Consistent Across All Channels: Whether it's a quick TikTok, a detailed email newsletter, or the 'About Us' page, the voice should be unmistakably STYLE ME OVER—warm, authentic, and always confidence-first. A style guide detailing specific phrases and the brand's mission can ensure consistency across the team.

Social Perception

Overwhelmingly positive, perceived as a trusted source for fashion catering to mature women. It is seen as more than a retail store; it's a supportive community and a confidence-boosting service, largely due to Melina Bagnato's personal involvement and helpful advice.

Copy Examples

• •Forget the rules, let's make your own! Our new 'Limitless' denim jacket isn't just a piece of clothing; it's your new confidence armour. Perfect for layering over, well, everything! Ready to stop thinking about it and start rocking it? Tap to shop!
• •Effortless Style, Unleashed. Discover our new collection, designed for every part of your busy, beautiful life. Feel radiant, feel powerful, feel *you*. Because confidence is your best accessory.
• •Hey gorgeous, need a little style pick-me-up?
• •Meet your new best friend, the 'Any-Wear' Dress. We designed this with YOU in mind—the woman who does it all. School run? Coffee date? Last-minute dinner? This dress handles it all with grace and style. Made from a forgiving, flattering fabric that loves your curves, it’s the easiest decision you’ll make all day. Just add shoes and your own brand of fabulous.
• •Let's talk about feeling blah... and how to fix it in 10 seconds! A pop of colour, a killer pair of pants, and a reminder that you've still got it. 😉 #styletips #realmumstyle #confidenceboost #stylemeover