Brand Tone

Chic & Cool, Conscious & Responsible, Nostalgic & Timeless, Empowering & Confident, Authentic & Community-Focused

Brand Values

• •Sustainability
• •Ethical Production
• •Timeless Design & Quality
• •Individuality & Self-Expression
• •Female Empowerment
• •Heritage & Inspiration

Best Practices

• •Embrace "Chic Nostalgia": Consistently weave in language that evokes the coolness of the 90s/00s while maintaining an air of modern sophistication. Use words like "iconic," "classic," "revived," "timeless," paired with "effortless," "chic," "modern."
• •Highlight Ethical & Sustainable Angles Authentically: Don't just state you're sustainable; explain how (e.g., "crafted from deadstock silk," "ethically made in our London studio"). This reinforces transparency and resonates with conscious consumers.
• •Speak to Empowerment and Individuality: Use language that makes the customer feel confident and unique. Focus on how the clothes make them *feel* and the story they tell. Phrases like "own your style," "feel beautifully you," "standout pieces."
• •Maintain a "Cool Insider" Voice: Especially on social media, use a tone that's approachable, slightly edgy, and in-the-know. Use relevant emojis sparingly, ask questions to engage the community, and reflect the language of your target Gen Z audience without trying too hard.
• •Prioritize Clarity and Conciseness with Key Information: While being evocative, ensure product descriptions and key communications are clear about materials, fit, and care, reinforcing the quality and longevity of the garments. For instance, always mention "Made in London" or "Deadstock Fabric" where applicable.

Social Perception

Cult Following, Trendsetter & Influencer-Approved, Sustainable & Ethical Choice, High-Quality & Unique, Desirable & Aspirational, Generally Positive Customer Experience

Copy Examples

• •Rewind. Reimagine. Reclaim. ✨ Our new collection drops now – timeless silhouettes born from 90s dreams and conscious London craftsmanship. Made to love, made to last. #Susamusa #VintageFuture #EthicallyMade #SlowFashion
• •Meet the [Dress Name] – where iconic 90s vibes meet modern elegance. Crafted with love in our London studio from rescued deadstock fabric, this piece isn’t just a dress, it’s a statement. Feel effortlessly chic, knowing your style empowers and endures. Limited run, timeless appeal.
• •3 ways to style our classic [Item Name] 🖤 From day to night, sustainably chic. Which look is your fave? 👇 #SusamusaStyle #VintageInspired #CapsuleWardrobe #MadeInLondon #DeadstockFashion
• •More than just fashion. Susamusa began with a love for vintage treasures and a belief in a better way. We craft each piece in London, championing ethical practices and sustainable materials like deadstock fabrics. Because style shouldn’t cost the Earth. Join our community of conscious cool.
• •Unlock Timeless Style: New Arrivals + Our Sustainable Promise ✨