Brand Tone

Conscious, Creative, and Empowering

Brand Values

• •Sustainability & Responsibility
• •Creativity & Personalization
• •Craftsmanship & Quality
• •Empowerment

Best Practices

• •Lead with Values: Always anchor the copy in the brand's core values: sustainability, creativity, and empowerment. Whether it's a product description or a social media post, at least one of these pillars should be clearly communicated.
• •Use a "Conscious Vocabulary": Consistently use terms like "sustainable," "responsible," "local," "artisanal," "limited edition," "deadstock," and "natural materials." This reinforces the brand's identity and commitment in every piece of communication.
• •Emphasize "You" and "Your": Frame the narrative around the customer's creativity and values. Use empowering and inclusive language that invites them to participate in the design process (e.g., "your style," "personalize your look," "express yourself").
• •Tell the Story Behind the Product: Go beyond specifications. Explain why a product is made from deadstock fabric or who the artist is behind a collaborative panel. Storytelling adds depth and emotional value, justifying the premium, conscious positioning.
• •Maintain Hashtag Consistency: Use a core set of brand-owned hashtags like #WhiteCanvasParis, #wearyourvalues, #wearityourway, and supplement with relevant industry tags like #sustainablefashion and #MadeInParis. This builds a recognizable and searchable brand identity on social platforms.

Social Perception

emerging, niche, and respected sustainable fashion label

Copy Examples

• •Your Values, Beautifully Tailored. Sustainable essentials, designed in Paris for creative expression.
• •Fashion is your canvas. Our 'ESSENTIAL' trench is crafted locally in Paris from sustainable materials. How will you tell your story? Attach a panel from our artist collaboration and #wearyourvalues. #WhiteCanvasParis #SustainableFashion #BuyLessWearMore #MadeInParis
• •Be the Designer: The New Panels Have Arrived.
• •The Artisanal Fringe Hoody: Not just a garment, but a statement. This piece is meticulously crafted in our Paris atelier from a unique mix of tweed fabrics, sourced from the deadstock of iconic luxury houses. Produced in a limited run to ensure quality and minimize waste, it’s a testament to conscious craftsmanship. Express yourself with fashion that feels good and does good.
• •WHITE CANVAS PARIS was born from a simple belief: that clothes should not only make us feel seen, but should also see the world. After a decade shaping luxury, our founder set out to build a new kind of house—one founded on creativity, conscious choices, and the power to #wearyourvalues. We invite you to be part of the change.