Brand Tone

intellectual, artistic, and avant-garde. Sophisticated and conceptual, focusing on philosophies and ideas, formal and descriptive, evoking high-concept art, serious and thought-provoking.

Brand Values

• •deconstruction
• •innovation
• •challenging aesthetics
• •craftsmanship
• •narrative potential of clothing
• •creating wearable art
• •transformable/multi-functional garments
• •individuality
• •conscious consumption
• •exploration of relationship between clothing, body, and societal constructs
• •sustainability
• •low-carbon approach

Best Practices

• •Embrace Conceptual Language: Use metaphors, artistic terminology, and philosophical inquiries to describe collections and individual pieces. Avoid generic fashion terms like "trendy" or "must-have."
• •Maintain a Sophisticated Vocabulary: The choice of words should mirror the intellectual nature of the brand. On-brand words include "deconstruction," "transformative," "narrative," "asymmetrical," and "avant-garde."
• •Focus on the 'Why,' Not Just the 'What': Every piece of copy should allude to the deeper meaning or concept behind the design. Explain the inspiration—be it art, film, or a societal observation—and the intended interaction with the wearer.
• •Adopt a Formal and Artistic Voice: The brand should communicate from an authoritative and artistic standpoint. This will enhance the perception of the brand as a leader in high-concept fashion.
• •Ensure Visual and Textual Synergy: The copy should complement the avant-garde aesthetic of the photography and design. The text should function as a caption or a brief essay that enriches the visual experience, maintaining a tone as clean and intentional as the garments themselves.

Social Perception

a niche, high-concept label for a discerning audience valuing artistry and intellectual depth; celebrated for pushing creative boundaries; associated with fashion-forward individuals, artists, and experimental design; exclusive, art-focused, and perceived as wearable art.

Copy Examples

• •An Unconventional Wardrobe: A collection that unravels the familiar to redefine the future of dressing. Discover garments that invite interaction and celebrate the multiplicity of self. More than clothing, it is a wearable philosophy.
• •The Symbiotic Jacket: A singular piece with infinite expressions. Engineered for multiple forms, it adapts to your narrative. A testament to design that lives and breathes with you.
• •We believe a garment is a conversation. Yeung Chin challenges the monologue of modern fashion, creating pieces that speak of art, structure, and the beauty of imperfection. Dress with intention.
• •Driven by a curiosity for the space between fabric and form, Yeung Chin explores the architecture of apparel. Each piece is a thoughtful rebellion against the sartorial status quo, transforming mistakes into creativity.
• •Experience the world of Yeung Chin. Join us for an exclusive presentation where fashion transcends the runway to become a medium for conceptual exploration. Witness the art of deconstruction firsthand.