Brand Tone

Empowering, Confident, and Body-Positive, with a trendy and direct-to-consumer aspect, using words like "fabulous," "confident," "slaying," and "masterpiece" to celebrate the customer and create urgency.

Brand Values

• •Inclusivity and Representation
• •Confidence and Empowerment
• •Style and Fashion-Forwardness
• •Quality and Fit

Best Practices

• •Use Empowering, Positive Language: Always frame your copy around themes of confidence, self-love, and empowerment. Avoid language that suggests "slimming" or "hiding" flaws. Instead of "tummy-hiding," use "smooths and supports." Focus on celebrating curves, not correcting them.
• •Focus on the "How it Feels": Go beyond describing the product's features. Explain how the garment will make the customer feel—confident, powerful, comfortable, stylish, unstoppable. Connect the clothing to an emotion and an experience.
• •Highlight Fit and Comfort Solutions: Directly address common pain points for curvy shoppers. Mention "no-gap waistbands," "comfortable stretch fabric," and "true-to-size fit." This builds trust and shows you understand your customer's specific needs.
• •Engage with the Community: Use user-generated content (UGC) in your marketing. Feature customer photos (with permission) and use their own words in testimonials. Create a brand hashtag like #MyCurvyStyle and encourage followers to share their looks. This builds social proof and fosters a loyal community.
• •Be Authentic and Relatable: Keep the tone conversational and genuine. Share the brand's mission and story. Acknowledge that the search for good plus-size fashion can be frustrating and position your brand as the solution. Authenticity resonates deeply with a community that has often felt overlooked by the fashion industry.

Social Perception

Generally positive and community-focused, with high appreciation for true-to-size, stylish, and quality clothing that meets specific fit needs. Critical perception arises from poor quality or inconsistent sizing, emphasizing the need for authentic and reliable offerings within a discerning and active online community.

Copy Examples

• •Stop waiting for a special occasion. You are the special occasion. Our new 'Sienna' Wrap Dress isn’t just a dress; it’s a mood. Designed to celebrate your every curve and move with you. Confidence looks gorgeous on you. #YourCurvyStyle #EmbraceYourCurves
• •Fashion That Fits. Style That Empowers. Finally, trend-setting pieces designed for your body. Welcome to the celebration of you.
• •Tired of 'it almost fits'? We get it. Discover stylish, high-quality outfits in sizes that are true to you. Shop our new collection and find your perfect fit.
• •Your weekend outfit just dropped. (And yes, it has stretch!)
• •Meet your new favorite jeans. Engineered with a contoured, no-gap waistband and extra room through the hip and thigh, this pair is all about a flawless fit. Made from premium stretch denim that holds its shape, you'll feel as good as you look from morning coffee to evening cocktails. It’s not just denim; it’s a confidence boost.