I Dream For You
- Brand story
- Brand copy
- Website and content copywriting
- Creative content ideation
- Sustainability copy
“A leading voice and copy strategy for the launch of an emerging global fashion brand.”
○ Brand and Brief
When TONE was engaged to create a range of copy assets for the new vintage-inspired fashion label, I Dream For You, we set out to ensure the tone of voice was as raw and authentic as possible. I Dream For You is more than your usual clothing line. Inspired by the past yet driven by the future, each of their pieces is effortless and gender fluid.
We were briefed to keep the website content tangible but minimal – succinct but cool. It needed to speak from a place of truth while providing insights into who the brand was, and who it had been created for.
IDFY is a brand committed to honesty and says things the way they are. They’re innovative, ethical and sustainable in all of their operations and brand practices.
Each piece of IDFY clothing undergoes a lengthy sustainable process, pairing recycled fibres and organic cottons with thoughtful, quality-made designs. Ensuring this was communicated effectively and authentically was a high-priority. IDFY knows their customer and what their customer stands for, and the copy had to reflect this.
Our goal was to create authentic copy and a strong verbal identity for a new brand that was committed to doing things differently. An approach that would resonate instantly with their target market.
The Result
Soon after launching, I Dream For You graced the pages of VOGUE and WWD, and found a number of notable, global customers including Kourtney Kardashian.
The website copy continues to serve its purpose of inspiring and informing customers, as well as driving the brands’ key focus forward: creating key wardrobe staples that will stand the test of time.
