Brand Tone

Empowering, Affirming, Rebellious, Bold, Inclusive, Welcoming, Authentic, Relatable, Fun, Joyful, Feminist

Brand Values

• •Body Positivity/Fat Liberation
• •Inclusivity & Accessibility
• •Empowerment
• •Community
• •Rebellion/Challenging Norms
• •Style & Choice
• •Sustainability
• •Authenticity

Best Practices

• •Embrace the "Rebellious, Body Positive, Feminist" Mantra: Let these three words be the guiding stars for all copy. Every piece of content should echo at least one, if not all, of these core tenets.
• •Speak Their Language (Authentic & Relatable): Use the same empowering, slightly edgy, and community-focused language that customers use and respond to. Incorporate slang, emojis (where appropriate for the platform), and direct address ("fat babes," "sisters") that resonate with the community. Avoid overly formal or corporate jargon.
• •Center the Customer's Experience (Empowering & Affirming): Focus copy on how the clothes and the brand make the customer *feel* – seen, confident, joyful, understood. Share customer stories and testimonials (with permission) to reinforce this.
• •Be Unapologetically Bold (Rebellious): Don't shy away from using the word "fat" in a positive, reclaiming way. Address fatphobia and restrictive beauty standards directly but always from a place of empowerment and solutions (i.e., offering beautiful, stylish alternatives).
• •Foster Inclusivity in Every Word (Inclusive & Welcoming): Ensure that the language used is welcoming to all plus-size individuals, acknowledging diverse styles and identities within the community. Highlight the range of sizes and the mission to provide options for everyone who has felt excluded by mainstream fashion.

Social Perception

Positive & Transformative, Community Hub, Challenger of Norms, Advocate for Inclusivity

Copy Examples

• •Headline: Done with "whatever fits"? So are we. Body: Unleash your style at Fat Sisters. Clothes that don't just fit your body, but your badass vibe. #FatAndFabulous #RebelliousFashion
• •Headline: Warning: May cause extreme confidence. Body: Step into a world where your size is celebrated, and your style knows no bounds. Fat Sisters: Wear what you love. #BodyPositivity #PlusSizeRevolution #FeministStyle
• •Headline: They called us "Fat Sisters." We said, "Damn right." Body: We're reclaiming our space, our style, and our power. Join the sisterhood of unapologetic fashion. #ShopFatSisters #EffYourBeautyStandards #InclusiveStyle
• •Headline: Your closet called. It's begging for some Fat Sisters flair. Body: From vintage gems to consignment treasures, find pieces that scream YOU. Because life's too short for boring clothes. #FatFashion #StyleHasNoSize #CommunityLove
• •Headline: More than a store. It's a statement. Body: At Fat Sisters, we believe fashion is for every body. Come find your voice, your style, and your community. #RebelliousBodyPositiveFeminist #VictoriaBC #PlusSizeVintage