Brand Tone

ironic, playful, bold, and humorous

Brand Values

• •Irony and Humor
• •Bold Femininity
• •Craftsmanship and Artistry
• •Social Responsibility & Charity
• •Sustainability
• •Individuality/Not Taking Fashion Too Seriously

Best Practices

• •Embrace Wit and Wordplay: Inject humor and clever phrasing that aligns with the "I don't give a chic" attitude. Use puns, irony, and playful exaggeration.
• •Be Bold and Confident: Use declarative statements and a direct, unapologetic voice. Avoid overly soft or hesitant language.
• •Incorporate Playful Slogans: Continue to use and develop short, catchy, and slightly irreverent slogans that capture the brand's essence (e.g., "Too glam to give a damn," "Seriously fun fashion").
• •Tell the Story (with a wink): Reference the brand's unique origins (the dolls, Bali) and its celebrity following in a way that's aspirational yet approachable and slightly tongue-in-cheek.
• •Maintain a Visual-Verbal Connection: Ensure the copy reflects the vibrancy, sparkle, and boldness of the actual products. If the design is audacious, the copy should match that energy.

Social Perception

high-fashion, conceptual, and celebrity-loved brand that blends irony with bold design. It's seen as fun, entertaining, and unique, with a distinctive, humorous take on the fashion world.

Copy Examples

• •Warning: May cause excessive compliments and an uncontrollable urge to not give a chic. Wear responsibly (or don't).
• •Saving the world, one sparkle at a time. And yes, this sequin dress counts as a heroic act.
• •Life's too short to wear boring clothes. We're here to help you make questionable (but fabulous) decisions.
• •Pretty sure our bags count as emotional support animals. They're just that good at carrying your fabulousness (and your essentials).
• •For those who believe a little too much glitter is just about right. Sorry, not sorry.