Brand Tone

Empowering, confident, relatable, personal, and authentic, with an educational and conversational edge for ethical discussions.

Brand Values

• •Inclusivity
• •Empowerment & Confidence
• •Sustainability & Ethical Production
• •Quality and Fit

Best Practices

• •Lead with Empowerment: Always frame the narrative around confidence and self-expression. Use active, empowering verbs.
• •Speak Directly to "You": Use personal pronouns like "you" and "your" frequently to create a direct, one-on-one conversation.
• •Center the Founder's Story: Weave the brand's origin story into the copy to reinforce authenticity and community connection.
• •Highlight a 'For Us, By Us' Mentality: Emphasize that the brand is designed by and for the community it serves to build trust.
• •Balance Style with Substance: Connect fashion to function and ethics by highlighting impeccable fit, sustainable materials, or local production.

Social Perception

Largely positive, viewed as an indie, sustainable, and ethically sourced brand celebrating plus-size bodies. However, there is some criticism regarding sizing inconsistency and quality from a segment of customers.

Copy Examples

• •Your mood called, it wants a new dress. 📞 Our new collection is here to help you answer. Designed to move with you, celebrate you, and empower you to be the main character of your story. Because fashion should fit your body, not the other way around. Tap to shop your new favorite outfit. #WhatLoWants #InclusiveFashion #MoodDrivenStyle
• •It’s what you want: Up to 40% off sitewide. Effortless style is now on sale. Find the pieces that tell your story, for less.
• •Style is your story. Tell it your way. Confidence-boosting, mood-driven pieces in sizes S-5X. Made to help you show up as your truest self.
• •Meet the one-and-done outfit that feels like a second skin. Crafted from our signature buttersoft fabric, this jumpsuit is designed for pure, effortless confidence. With a strategic waist tie to celebrate your shape and—yes—deep, functional pockets, you're ready for whatever the day brings. Dress it up with heels or down with sneakers. This isn't just a jumpsuit; it's your new power uniform.
• •We heard you. Pockets on everything. Your wish is our command. #GIVEWOMENPOCKETS #WhatLoWants #ProblemSolved #PlusSizeFashion