Brand Tone

Sophisticated & Refined, Effortless & Chic, Authentic & Story-driven, Pragmatic

Brand Values

• •Timelessness
• •Quality Craftsmanship
• •Parisian Elegance
• •Understated Luxury
• •Functionality

Best Practices

• •Anchor in the Origin Story: Regularly weave in the narrative of Tamara Taichman, the fashion editor who created her own perfect bag. This story is your most authentic asset and reinforces the brand's credibility and purpose.
• •Speak the "Effortless" Language: Use words like timeless, iconic, essential, refined, understated, and versatile. Avoid trend-driven, temporary language. The tone should always suggest that style is an inherent quality, not a fleeting effort.
• •Fuse Style with Function: Never describe a product's beauty without mentioning its practicality. A Tila March bag isn't just chic; it's "ultralight," it "expands and contracts," and it's made for "women on the go." This duality is central to the brand's appeal.
• •Embrace Understated Confidence: Your copy should be confident but never boastful. The brand's rejection of prominent logos is a key value; let this "quiet luxury" shine through in your words. The quality and design speak for themselves.
• •Evoke the Parisian Setting: Transport your audience. Use phrases that paint a picture of the Parisian lifestyle—rue Saint-Sulpice, market mornings, café meetings, gallery nights. This reinforces the brand's identity and provides a powerful, aspirational context.

Social Perception

Insider's Brand; Accessible Luxury; The "Perfect Bag"; Authentic and Founder-Led

Copy Examples

• •From the front rows of Fashion Week to your weekend escape. The Zelig was designed for a life in motion. Its beauty is in its simplicity; its genius is in its versatility. The original editor's essential. #TilaMarch #ParisianStyle #Zelig
• •Timeless by Design. Introducing our new collection, where classic silhouettes meet modern sensibility. Each piece is an ode to Parisian elegance—understated, refined, and endlessly versatile. Discover the art of effortless style.
• •The perfect city sandal does exist. Crafted from supple leather with a walkable heel, this pair is designed to carry you from your morning meeting to an evening gallery opening without a misstep. Chic, comfortable, and quintessentially Parisian.
• •That French-Girl Thing? It Starts Here. It isn't about trends; it's about timeless pieces. Rediscover the Tila March icons loved by editors and insiders for their effortless chic.
• •Stop searching for the perfect bag. We already made it. Born from a fashion editor's need for a single tote that could do it all, Tila March combines timeless design with practical luxury. No logos. Just style. Discover the difference.