Brand Tone

Inspirational, Mindful, and Chic.

Brand Values

• •Sustainability
• •Ethical Production
• •Timeless Style
• •Conscious Consumerism
• •Female Empowerment

Best Practices

• •Lead with Values: Always anchor the copy in the brand's core principles. Start with words like "sustainable," "ethical," "timeless," or "conscious" to immediately frame the product's value beyond its appearance.
• •Use Evocative, Sensory Language: Describe how the fabrics feel (e.g., "beautifully soft," "breathable comfort") and how the clothing fits into a lifestyle (e.g., "layer like bricks," "elegant everyday pieces"). This creates an emotional connection.
• •Maintain an Educational Tone: Briefly explain *why* materials like linen are sustainable or what "slow fashion" means. This empowers the customer and reinforces the brand's authority and transparency without being preachy.
• •Emphasize Longevity Over Immediacy: Use phrases like "forever piece," "built to last," and "for years to come" instead of urgent, trend-based language like "must-have" or "get it before it's gone." The exception is for legitimate, limited-time offers, such as a relaunch promotion.
• •Create a "We" and "You" Dialogue: Write as though you are in a community with your customer. Use "we" when talking about the brand's mission and beliefs ("We believe in sustainable style") and "you/your" when addressing the customer's needs and aspirations ("thoughtfully designed for you," "express your personal style"). This builds a collaborative and inclusive relationship.

Social Perception

The brand is perceived positively within its niche community as a source of high-quality, ethical, and stylish clothing. Customer engagement on social media, though modest in volume, is consistently favorable, with comments reflecting admiration for the designs and brand ethos. The password-protected website, which offers a chance to win a "$1000 capsule wardrobe," generates anticipation and suggests an existing or desired customer base that is invested in the brand's specific aesthetic. The focus on ethical production and sustainable materials resonates with a growing segment of consumers in New Zealand and beyond who are critical of the fast-fashion industry.

Copy Examples

• •Meet your forever dress. Crafted from 100% sustainable linen, this piece isn't just for a season—it's for a lifetime of moments. Designed to move with you, from a sunlit morning coffee to a soft evening breeze. We believe in style that is both effortless and ethical. #TheEditLabel #SlowFashion #ConsciousWardrobe
• •A New Era of Conscious Style Begins. Welcome Back.
• •Timeless By Design, Ethical By Choice. Discover a wardrobe built to last, with pieces mindfully made to be loved for years. Shop the new collection.
• •Tired of Trends? Invest in Timeless. The Edit Label offers a curated collection of ethically-made staples for the modern woman. Discover sustainable style that feels as good as it looks. Made with integrity, designed for life. Shop now for free NZ shipping over $200.
• •The foundation of a truly conscious wardrobe. Our signature trousers are meticulously tailored from a breathable linen blend, offering a silhouette that is both elegant and comfortable. Featuring a relaxed fit and a versatile design, they pair seamlessly with everything from our classic shirts to your favorite vintage tees. Ethically handcrafted in Bali, each pair supports fair wages and sustainable practices.