Brand Tone

Mystical & Empowering, Elegant & Dark, Inclusive & Modern

Brand Values

• •Individuality & Self-Expression
• •Mystique & Elegance
• •Quality & Curation
• •Community

Best Practices

• •Develop a Brand Lexicon: Create a list of on-brand words (e.g., summon, ritual, magick, coven, allure, enchanted, mystic, silhouette) and words to avoid. This ensures consistency across all writers and platforms.
• •Focus on "The Why," Not Just "The What": Instead of just describing a dress, describe how the dress makes the wearer feel. Frame fashion as an experience and a tool for transformation, in line with the "fashion-its a ritual" concept.
• •Maintain the Balance of Elegance and Mystique: Ensure the copy never strays too far into one extreme. It should not be so mystical that it becomes confusing, nor so elegant that it loses its dark, edgy appeal. The brand's strength lies in this unique balance.
• •Speak to the "Coven": Use inclusive and community-oriented language. Phrases like "you've found your coven" make customers feel they are part of a select group, fostering loyalty. Address the audience as fellow mystics and style connoisseurs.
• •Adapt the Tone to the Platform: While the core tone remains the same, the delivery should be adapted. On Instagram, use more evocative and visual language. For TikTok, be punchy and trend-aware. On the website, the copy can be more descriptive and narrative-driven. This ensures the message is effective for each specific audience context.

Social Perception

Authentic and Niche-Specific, Aspirational yet Accessible, Empowering

Copy Examples

• •Evoke the midnight sky and the deep sea with the Côte Bleu Corset Dress. This piece isn't merely worn; it's wielded. The structured corset cinches your silhouette, while the ethereal fabric flows like a whispered incantation. Perfect for moonlit rituals or moments when you are your own magic.
• •Summon your power. ✨ Our Coven's Choice pieces are curated for the modern mystic who walks with unapologetic glamour. Which look channels your inner magic today? #VeilAndVogue #GothicGlam #WitchyFashion
• •An Enchantment for Your Wardrobe Awaits...
• •Step From the Shadows. Your Transformation Begins Here. Discover fashion as a ritual, with pieces that channel dark allure and unapologetic magick.
• •When you need to go from mortal to magical. Your coven is calling. Answer in style. #VeilAndVogue #PowerDressing #AlternativeFashion