Brand Tone

Empowering and Affirming, Inclusive and Welcoming, Friendly and Supportive, Body-Positive, Fashion-Forward yet Accessible

Brand Values

• •Inclusivity
• •Empowerment
• •Community
• •Personalization & Service
• •Representation
• •Style Freedom
• •Quality and Fit

Best Practices

• •Use language that shows understanding and empathy for her experiences as a plus-size woman.
• •We put her first, always.
• •Avoid language that could be perceived as shaming or focused on "flaws." Focus on celebration and expression.
• •Avoid overly formal or technical jargon.
• •Encourage interaction and sharing to build the community aspect. Authenticity builds trust.

Social Perception

Champion for Plus-Size Women, Problem Solver, Community Builder, Evolving Brand

Copy Examples

• •It's time to feel amazing in what you wear. #StyleFreedom #PlusIsBeautiful #DiaAndCo
• •Ready to discover your next favorite outfit?
• •Embrace your shape, express your style.
• •Explore thousands of styles in sizes 10-32, because you deserve to look and feel incredible, always.
• •Hundreds of Brands, Thousands of Styles, One Address.