Brand Tone

Aspirational, Empowering, Chic, Sophisticated, Customer-Centric, Supportive

Brand Values

• •Self-Expression
• •Empowerment
• •Quality & Craftsmanship
• •Style & Elegance
• •Customer Focus
• •Individuality & Inclusivity
• •Community

Best Practices

• •Focus on 'You' (The Customer): Address the customer directly.
• •Highlight Values Consistently: Weave in core values like empowerment, quality, and self-expression.
• •Maintain an aspirational and empowering tone.
• •Emphasize the brand's commitment to quality and craftsmanship.
• •Showcase the brand's dedication to customer service and a seamless shopping experience.

Social Perception

A brand that empowers women to feel confident and beautiful through chic, contemporary fashion inspired by Stockholm's minimalist aesthetic.

Copy Examples

• •Your personal style is our inspiration!
• •Fashion that makes you shine and feel fantastic.
• •We're more than a fashion brand; we're a community dedicated to helping you express it with confidence, quality, and timeless sophistication.
• •Empowering your confidence, celebrating your unique style.
• •Offering fashion regardless of size – from petite to plus size.