The language of fashion

It’s easy to think fashion is all about the look. Images, photographs, models, clothes, clothes, clothes. But the language of fashion is equally important. At Craft, we approach fashion projects with a less superficial eye than can be the industry cliché. Our role is to get beneath the surface not only of the fashion brand but the mindset of its audience.

Stylish writing is the language of fashion

Fashion is about feelings as much as fabrics. For a fashion brand to connect with its audience, the way it makes them feel is all-important, which is why the writing has to be right. Right for the brand, right for the audience, and right on the button in getting them to feel the brand ‘gets’ them. 

Yves Saint Laurent said, “We must never confuse elegance with snobbery.” 

We create all of Lookiero’s monthly content for their onsite blog, their Instagram channel and regular newsletters. We try to combine fashion insight and excitement with a rarely encountered spirit of empathy. Our blogs try to educate and support as well as inspire. It’s very easy for people to feel excluded by fashion, and a brand that deliberately excludes is a brave brand indeed. 

Not everyone is a size zero

In our work for Lookerio we’ve tried to be cool as well as accessible. We recognise that not every shopper is a size zero, or a teenager. But we also recognise that so many brands patronise you if you’re not. And cool comes in every shape and size, right?

The language of fashion should vary according to the brand, the price point and the audience. However, too often we find that fashion brands sound exactly the same. Repeating the same phrases and clichés, blending into their set, instead of carving out their own distinct space.

Our advice is to be true to the brand and the look it represents. What are the designers saying that we can translate into words? What feelings do they want to evoke in their audience that our writing can plug into?

More contact than ever

The language of fashion isn’t easy to get right. (But then, nothing worthwhile ever is, right?) But giving it proper attention and not just seeing everything in fashion as a visual communication, can make a huge difference, especially when connecting with your audience day-to-day. Modern brands are built through regular contact via websites, emails, press releases, and social media. And every piece is an opportunity to build connection, create distinctiveness, and strengthen the brand.

Are you fluent in the language of fashion? 

To find out what Craft can do for you, please get in touch.