Brand Tone

Dramatic, Romantic, Empowering, and Artisanal.

Brand Values

• •Craftsmanship
• •Individuality
• •Inclusivity
• •Community

Best Practices

• •Use Evocative, Story-Driven Language: Always describe products in a way that evokes a feeling, a time period, or a character. Instead of "black coat," use "a coat fit for a midnight wanderer." Let every piece of copy tell a small story.
• •Maintain an Empowering and Inclusive Voice: Frame your products as tools for self-expression and confidence. Use language that celebrates all body types and reinforces the idea that your clothing is for anyone who dares to be different.
• •Emphasize the Artisanal Touch: Consistently mention the craftsmanship, the made-to-measure process, and the "elves" behind the creations. This justifies the premium price point and builds a personal connection with the customer.
• •Engage with Your Community Theatrically: When responding to comments or sharing customer photos, adopt the brand's romantic and dramatic tone. Refer to customers as "dear ladies," "gentlemen," or "fellow dreamers" to reinforce the fantasy element of the brand.
• •Connect to Core Themes: Regularly use keywords and themes central to the brand's identity, such as "Victorian," "gothic," "steampunk," "romance," "fantasy," and "elegance" across all platforms to maintain a strong and easily identifiable presence.

Social Perception

Customers and the public perceive Gallery Serpentine as a cornerstone of the alternative fashion scene in Australia. Reviews frequently praise the exceptional customer service, highlighting the personalized fitting experiences and helpful staff. The brand is seen as an authority in corsetry, with customers seeking their products for aesthetic reasons as well as for practical benefits like posture support for office work. The made-to-measure and high-quality nature of the products means they are viewed as a premium, investment-purchase brand within their niche. Customer reviews express delight not just with the product but with the entire shopping experience, which makes them feel special and understood.

Copy Examples

• •Image: A beautifully lit, detailed shot of a new Baroque-inspired corset. Caption: "Unleash your inner monarch. Our new Baroque Dreams corset isn't merely worn; it's an experience. Each stitch is a whisper of history, every curve a testament to your power. Handcrafted to sculpt your silhouette and command the room. Are you ready to reign? #GothicFashion #Corset #SteampunkStyle #Baroque #GallerySerpentine"
• •An Echo of Elegance: The Victorian Romance Collection Has Arrived.
• •Title: The Gentleman Rogue's Tailcoat Body: "Stride through cobblestone streets or command the deck of an airship in a coat that speaks of adventure and refinement. Tailored from rich, black velvet with a deep scarlet lining that flashes with every turn, this coat is designed not just for a look, but for a narrative. Featuring intricate silver-toned buttons and a commanding silhouette, it’s the definitive piece for the modern romantic with a heart for the past."
• •Your Story, Laced in Splendor. Bespoke Corsetry & Timeless Attire.
• •Headline: Don't Just Attend. Arrive. Body: "Your character is more than a costume—it's a part of you. Gallery Serpentine provides the masterfully crafted corsets, gowns, and coats that bring your vision to life with historical authenticity and breathtaking quality. From steampunk inventors to gothic royalty, we build the armor for your story. Shop our collection and make your next entrance unforgettable."