Brand Tone

Empowering & Confident, Elegant & Sophisticated, Bold & Unapologetic, Approachable & Relatable, Inspirational

Brand Values

• •Empowerment
• •Quality & Craftsmanship
• •Inclusivity (in terms of body consideration)
• •Individuality & Self-Expression
• •Confidence

Best Practices

• •Focus on "The Feeling": Always circle back to how the clothing makes the wearer *feel* – confident, empowered, special, bold, remarkable. Use emotive language.
• •Embrace "Unapologetic Elegance": Don't shy away from using sophisticated and confident language. The tone should reflect the luxury and bold nature of the designs.
• •Speak Directly to "Her": Address the target audience (women seeking confidence and style) in a way that resonates with their aspirations and desire for self-expression.
• •Highlight Versatility & Real Bodies: While aspirational, ground the luxury by emphasizing how the garments are designed for real women, offering adjustable fits and versatile styling options. This adds a layer of relatability.
• •Be Consistent Across Platforms, Adapt the Delivery: While the core tone (empowering, elegant, bold) should remain the same, tailor the expression to the platform. For example, TikTok can be more conversational and direct, while website copy might be more descriptive and evocative. The underlying message of empowerment and confidence, however, must be consistent.

Social Perception

Positive & Aspirational, Flattering & Well-Fitting, Statement/Occasion Wear, Emerging & Exciting

Copy Examples

• •It's not just a dress. It's a feeling. That 'Tokyo Foxtrot' feeling – where confidence is your best accessory. Walk in, own the room. #TokyoFoxtrot #UnapologeticElegance #EmpoweredByStyle
• •Meet the Figaro Reversible Top: Designed for the woman who embraces every facet of her style. Effortlessly chic for your workday, undeniably bold for your night out. Crafted for a flawless fit that moves with you, because true luxury is feeling as incredible as you look. #SlowFashion #VersatileStyle #RealWomensBodies
• •Obsessed with making you feel 10/10! ✨ Our Kennedy Dress isn't just stunning, it's made for YOU. Adjustable, flattering, and ready to make you feel like the main character you are. How would you style it? #TokyoFoxtrot #ConfidenceBoost #StyleHacks #AustralianFashion
• •Unlock Your Inner Foxtrot: New Arrivals Built to Empower.
• •Your Style. Your Statement. Our Promise. Tokyo Foxtrot pieces are designed to be the canvas for your confidence. Discover luxury slow fashion that celebrates you. Shop the collection. #WearItYourWay #DramaticElegance #FeelRemarkable