Brand Tone

Sophisticated, Conscious, Passionate, and Approachable

Brand Values

• •Sustainability
• •Quality & Timelessness
• •Individuality & Storytelling
• •Curation & Care
• •Modern Aesthetics

Best Practices

• •Embrace Storytelling: Infuse copy with the history, uniqueness, or imagined past of the vintage items. Highlight that each piece has a 'story' and 'character.'
• •Prioritize 'Sustainable' and 'Timeless': Consistently weave in keywords and phrases related to sustainability, eco-consciousness, timeless appeal, and enduring quality. This reinforces core values.
• •Use Elegant & Evocative Language: Opt for words that convey sophistication, charm, and care (e.g., 'curated,' 'handpicked,' 'treasure,' 'meticulously restored,' 'art of vintage').
• •Maintain a Positive & Inspiring Voice: Focus on the joy of discovering unique pieces and making conscious choices. Frame vintage as a beautiful and intelligent option.
• •Bridge Past and Present: Continuously emphasize how vintage pieces can be integrated into a 'modern wardrobe' and 'contemporary style,' making them relevant for today's consumer. Avoid making vintage sound outdated or purely nostalgic; instead, frame it as 'old and new' – classic yet current.

Social Perception

As a Purveyor of Sustainable Fashion, a Source of Unique, Quality Pieces, and Stylish & Aspirational

Copy Examples

• •Instagram Post (New Arrival - Silk Blouse): Unveiling a whisper of history. This timeless silk blouse, lovingly restored, brings effortless elegance to your modern story. Discover the art of sustainable luxury. ✨ #VieuxEtNouveau #VintageSilk #SustainableStyle #CuratedVintage #TimelessElegance
• •Website Product Description (Vintage Dress): More than just a dress, this piece is a conversation starter, a relic of exquisite craftsmanship reborn for today. Each thread tells a story of a bygone era, now ready to become a cherished part of your conscious wardrobe. Handpicked and meticulously restored for its next chapter with you.
• •Email Newsletter Subject: New Arrivals: Vintage Treasures for a Stylish & Sustainable Future Body Snippet: At Vieux et Nouveau, we believe true style is timeless and kind to our planet. Explore our latest collection of hand-selected vintage pieces, each carrying a unique charm and waiting to be woven into your contemporary life.
• •"About Us" Page Snippet: Vieux et Nouveau was born from a passion for the enduring beauty of vintage and a commitment to a more sustainable world. We journey through time to bring you a curated selection of garments that are not just worn, but experienced. Join us in celebrating fashion that honors the past while embracing the future.
• •Social Media Ad (Targeting Eco-conscious Consumers): Choose character over conformity. Choose sustainability over speed. Choose Vieux et Nouveau. Our curated vintage collection offers timeless style that doesn’t cost the Earth. Wear the change. #SlowFashionMovement #EcoChic #VintageNotWaste