Brand Tone

Romantic, Sophisticated, Edgy, Conscious

Brand Values

• •Timelessness & Enduring Style: Creating "wear-forever products" and "seasonless collections" that transcend trends.
• •Luxury & Quality: Specializing in "luxurious silk" garments with fine craftsmanship.
• •Sustainability & Ethical Responsibility: Minimizing waste by using surplus silk, using recycled packaging, manufacturing with trusted factories, and donating to environmental charities.
• •Individuality & Self-Expression: Inspired by music culture and vintage fashion, encouraging wearers to make the designs their own.
• •Romanticism & Femininity: Drawing from the "romance of the 1970's rock scene" and offering a "soft aesthetic" that is both "statement and cool but also feminine."

Best Practices

• •Embrace Evocative Language: Use words that conjure images of evening, romance, music, and timelessness (e.g., "shimmer," "melody," "twilight," "legacy," "unfold").
• •Balance Sophistication with a Hint of Edge: While the language should be elegant, don't be afraid to allude to the "rock vibe" or a sense of individuality and soft rebellion.
• •Weave in Sustainability Naturally: Mention sustainable practices (surplus silk, wear-forever pieces) as an integral part of the brand's value, not just an afterthought. It should feel inherent to the luxury.
• •Tell Stories: Connect collections and pieces to the brand's inspirations – vintage music culture, the '70s, evening flourishing. Create a narrative around the garments.
• •Maintain Visual & Textual Harmony: Ensure the copy complements the visual aesthetic seen on Instagram and the website – soft, often set in ambient lighting, with a focus on texture and movement. The words should feel like they belong in those images.

Social Perception

Vespertine London is perceived as a niche, independent luxury brand appealing to those who appreciate vintage-inspired, romantic aesthetics and sustainable practices. It's seen as a brand for "It Girls" and those looking for statement pieces that are both classic and unique. The association with figures like Alexa Chung further elevates its "cool" factor. The commitment to sustainability likely resonates well with environmentally conscious consumers. The brand is often described with words like "classic," "timeless," and "beautiful quality."

Copy Examples

• •Headline: From Dusk till Decadence. Body: Let the night unfold in Vespertine. Our silk pieces, inspired by the lingering romance of a vintage melody, are crafted for moments that shimmer. Discover timeless elegance, consciously made.
• •Instagram Caption: She moves to her own rhythm. ✨ Wrapped in the soft rebellion of Vespertine silk, ready for wherever the evening leads. #VespertineLondon #SilkStory #VintageRomance
• •Product Description (for a silk blouse): The Lomond Romance Ruffle Blouse: an echo of 70s poetry, reimagined for today. Crafted from the finest surplus silk, its gentle frills and flowing lines make a quiet statement. Wear it forever, consciously.
• •Email Subject: An Evening Invitation from Vespertine Body: Step into a world where luxury meets a vintage soul. Our latest collection, 'So Tonight That I Might See,' offers exquisite silk dresses and blouses, perfect for your next enchanting evening. Crafted with care, for you and the planet.
• •Brand Story Snippet: Inspired by the twilight hour and the raw elegance of rock 'n' roll romance, Vespertine was born. We create timeless silk treasures that whisper tales of unforgettable nights, all while honoring the world we wander.