Brand Tone

Empowering, Luxurious & Elegant, Sophisticated, Inclusive & Appreciative, Confident, Artisanal & British-proud

Brand Values

• •Empowerment of Women
• •Quality & Craftsmanship
• •Inclusivity
• •Timeless Style
• •Sustainability & Ethical Production
• •Customer Focus

Best Practices

• •Frame messaging around strength, confidence, and the capabilities of the woman wearing the clothes. Avoid language that suggests "fixing" or "hiding."
• •Consistently use descriptive words that evoke premium materials, meticulous craftsmanship, and lasting value (e.g., "sculpted," "hand-finished," "premium," "investment piece").
• •Regularly and naturally mention the size range (UK 12-28). Celebrate diverse beauty and ensure visual and written content is representative and respectful.
• •Use "Made in London" as a mark of quality, craftsmanship, and ethical consideration. It adds to the brand's story and perceived value.
• •Avoid overly casual slang or fleeting trends in language. The tone should reflect the enduring nature of the designs – classic, elegant, and modern.

Social Perception

A high-end, niche brand catering to a previously underserved market in luxury fashion (plus-size). A brand that understands and celebrates the fuller female form. A provider of high-quality, durable, and stylish investment pieces. An empowering force for women, helping them to feel confident and seen. Ethical and conscious in its production practices.

Copy Examples

• •Headline: Define Your Silhouette. Discover True Luxury. Body: At THE HOUR, we believe luxury knows no size. Our meticulously crafted investment pieces, made in London for sizes 12-28, are designed to celebrate your form and empower your every moment. Experience timeless elegance, redefined.
• •Social Media Post (with an image of a confident woman in their clothing): Elegance isn't a size, it's an attitude. Our [Product Name] dress, sculpted from the finest [Fabric Type] and made with passion in London, is designed to embrace your confidence. Step into your power with THE HOUR. #TheHourLondon #LuxuryWomenswear #EmpowerWithStyle #MadeInLondon #SizeInclusiveLuxury
• •Product Description Snippet: The essence of contemporary sophistication, our [Product Name] jacket is an ode to the empowered woman. Tailored in London to an impeccable hourglass fit, it combines luxurious [Fabric Detail] with timeless design, ensuring it’s not just a garment, but a statement. An investment in style, an investment in you.
• •Website About Us Snippet: THE HOUR was born from a desire to see every woman, regardless of size, experience the transformative power of luxury fashion. We meticulously design and craft each piece in London, championing quality, timeless style, and the unwavering confidence that comes from feeling truly beautiful in your clothes.
• •Email Subject Line: Unlock Your Most Confident Style with THE HOUR. Email Body Preview: Nana Quiet, Founder of THE HOUR, invites you to explore a collection where luxury design meets inclusive sizing. Discover pieces that are more than just clothing—they are a celebration of you.