Brand Tone

Elegant & Sophisticated, Understated & Confident, Informative & Appreciative, Conscious & Thoughtful, Approachable Luxury

Brand Values

• •Timelessness & Longevity
• •Quality Craftsmanship
• •Sustainability & Ethical Practices
• •Affordable Luxury/Honest Pricing
• •Minimalist Elegance
• •Customer-Centricity

Best Practices

• •Focus on "Investment Dressing" Language: Use words like "timeless," "enduring," "classic," "longevity," "cherish," and "essential" to reinforce the idea of clothing as long-term investments rather than disposable items.
• •Emphasize Quality and Craftsmanship Subtly: Instead of overt claims, describe the feel of the fabrics (e.g., "sumptuous," "soft," "luxurious drape") and the details of construction (e.g., "impeccable tailoring," "artisanal craftsmanship").
• •Maintain an Elegant and Refined Vocabulary: Avoid slang, overly casual language, or aggressive sales tactics. Opt for clear, concise, and sophisticated wording.
• •Weave in Sustainability Naturally: Talk about responsible sourcing, ethical production, or conscious consumption as integral parts of the brand's story and product creation, rather than as an afterthought or a separate marketing angle.
• •Speak to an Informed and Discerning Audience: Assume your customer appreciates quality, understands understated luxury, and makes thoughtful purchasing decisions. Provide them with the details they need, but trust their ability to recognize value.

Social Perception

High-Quality & Luxurious, Timeless & Classic Style, Good Value for Money, Trustworthy & Ethical (Increasingly), Aspirational yet Attainable, Well-Regarded by Fashion Influencers

Copy Examples

• •Crafted from a sumptuous blend of Merino wool and cashmere, our Classic Coat is an ode to enduring style. Its clean lines and impeccable tailoring offer a silhouette that transcends fleeting trends, promising warmth and elegance for years to come. Invest in a piece designed not just for a season, but for a lifetime of curated moments.
• •Introducing the Silk Ruffle Neck Blouse. Pure silk, responsibly sourced, designed for effortless sophistication. Discover the quiet luxury of a piece that feels as good as it looks. #TheCurated #TimelessElegance #SilkStory
• •At The Curated, we believe in the art of slow fashion. Our latest collection embodies this philosophy, offering timeless essentials crafted with integrity and designed to be cherished. Explore pieces that speak of quality, conscious choices, and enduring style.
• •The Curated was born from a desire to create truly timeless womenswear – pieces of exceptional quality, offered at an honest price. We partner with artisans and small factories who share our commitment to craftsmanship and sustainable practices, ensuring every garment not only looks beautiful but is made beautifully. Join us in building a wardrobe that values longevity over fleeting trends.
• •Tired of fast fashion's endless cycle? Embrace the art of mindful investment with The Curated. We create luxurious, timeless pieces from sustainable materials, designed to last. Experience the difference of quality craftsmanship and conscious creation. Shop our collection today.