Brand Tone

sophisticated empowerment

Brand Values

• •Size Inclusivity and Body Positivity
• •Quality and Craftsmanship
• •Sustainability and Ethical Production
• •Timeless Design

Best Practices

• •Lead with Empowerment, Not Problems: Frame the copy around the positive attributes of confidence, style, and celebration of the female form. Instead of saying "Tired of clothes that don't fit?" say "Discover a fit designed to celebrate your silhouette."
• •Use a Lexicon of Luxury and Quality: Consistently use words that evoke high quality, craftsmanship, and sophistication. Terms like meticulous, premium, artisan, engineered, signature, refined, and curated reinforce the brand's premium positioning.
• •Educate on the 'Why': Don't just state that a garment is high-quality; explain why. Mention the origin of the fabric (e.g., "Italian silk"), the specifics of the cut ("expertly placed darts"), or the sustainable nature of the material. This builds trust and justifies the premium price point.
• •Emphasize Timelessness Over Trends: Position the clothing as long-term investments rather than fleeting seasonal items. Use phrases like "wardrobe foundation," "enduring style," and "seasonless essential" to communicate longevity and conscious consumption.
• •Maintain a Consistent and Confident Voice: Whether writing for social media, a product page, or an email, the voice should remain sophisticated and assured. Avoid overly casual language, emojis, or slang that could dilute the brand's luxurious and expert identity. The tone is that of a trusted advisor in high fashion.

Social Perception

THE HOUR is perceived as a niche, high-end leader in the luxury plus-size market. Its founder's medical background adds authority and empathy. It has been positively received by customers and the press for filling a crucial void. Customers are loyal, viewing purchases as an investment, reinforcing its premium, destination brand status.

Copy Examples

• •Image: A beautifully lit shot of a woman confidently wearing the "Leather 2-in-1 Burgundy Jacket." Copy: "Redefine your power suit. Crafted from the finest leather with a versatile 2-in-1 design, this jacket is not just an outer layer, but a statement. Engineered with our signature cut to flatter, not hide. Discover exacting tailoring and uncompromising quality. #TheHourLondon #LuxuryPlusSize #InvestmentPiece"
• •Headline: The Art of the Perfect Drape Sub-headline: Explore our new collection of silk blouses and fluid trousers, meticulously designed to celebrate your silhouette with grace and confidence. Timeless style, ethically crafted.
• •Subject: Wear the Change: Our Commitment to Conscious Luxury Body: At THE HOUR, luxury is more than just a label. It’s a promise. A promise of timeless design, of fabrics that feel exquisite on your skin, and of a commitment to our planet. Our pieces are created in small, considered batches from biodegradable materials, ensuring that your style endures without costing the earth. Invest in quality, cherish forever.
• •Title: The Ultimate Wide-Leg Jean in Dark Blue Description: "A masterclass in modern tailoring. Our wide-leg jeans are designed to redefine denim for the fuller figure. The high-waisted cut cinches and supports, while the fluid, wide-leg silhouette elongates and balances. Made from premium, soft-stretch denim that holds its shape, this is a foundational piece you will reach for season after season. Excellent fit meets everyday elegance."
• •Headline 1: THE HOUR London | Luxury Plus-Size Clothing Headline 2: Exquisite Fit & Fabrics | Sizes 12-28 Description: Discover designer dresses, trousers, and jackets crafted to empower. Ethical, sustainable, and timeless. Free UK delivery.