Why aspirational copywriting is important for fashion brands
Don’t get me wrong, I’m still team aspirational fashion copywriting. Especially when it comes to higher end or luxury brands. You need to have that level of dreaminess and prestige to truly sell the luxury element of your brand, which is why you can’t go full casual/conversational (IMO).
Fashion has always been about selling a dream or a specific lifestyle. It’s about the dress that makes your crush fall in love with you, the sunglasses that make you feel like a celebrity, the bag that makes you feel like your life is actually together, the boots that give you Nancy Sinatra levels of confidence … it’s only natural to want to hype up your fashion products and talk about how beautiful they are — and, in turn, how beautiful they’ll make the wearer feel.
So yes, it is ok to use words and descriptors like radiant, dazzling, sophisticated, dreamy, refined, and/or sleek. I use them all the time for my clients. But it’s when you only use words like these that you might get in trouble. There’s building the dreamworld, then there’s turning it into a reality. That’s where relatability comes in.
How to make fashion copywriting feel more relatable
Ok, so you know how to make your brand and your products sound beautiful and luxurious through aspirational copy. Now you can use the relatability element to make it stand out. It’s a delicate balance, but when it works, it’ll be the key to making your copy stand out in a sea of luxury voices.
Here are my favourite ways of making fashion copywriting more relatable:
- Mention real life situations, occasions, and events. Incorporate elements of daily life into your copy. Date nights, errands, office days, brunches, beach strolls, nature walks — your customers can imagine all of these because they’re a regular part of their lives. And you can still make them sound good when you blend them with aspirational copy. It’s essentially romanticising the everyday, which the fashion crowd loves.
- Use pop culture references. This is an excellent way to bridge the gap between aspirational and relatable. Maybe our lives can’t be as glamorous as Beyoncé’s or Blair Waldorf’s, but we can always play pretend with a garment that channels their style.
- Add a touch of humour. Fashion is meant to be about having fun, so don’t be afraid to use a bit of sass or humour. Brands like Reformation, Lush, Catbird, and Otherland offer perfect examples. Humour makes your copy feel more fun, and it’s very memorable when done correctly.
- Include conversational language. While it’s good to use some luxurious descriptors, inject a bit of conversational language too. Think of that friend who’s a little dangerous to go shopping with because they always get a bit too excited — translate and refine that energy into elegant fashion copy that still retains the human feel.
- Acknowledge common pain points. Your fashion product isn’t just there to look pretty — it’s there to solve a problem. Mentioning common fashion struggles makes the reader feel like you get them. This is especially great for specialty brands: petite or plus-size brands, vegan brands, and occasion-specific brands.
- Sprinkle in some styling tips. Many people might look at a garment and think it’s cute, but feel it won’t fit in with their wardrobe. A few different styling suggestions can change their mind entirely.
By keeping these tips in mind, your fashion copy can feel elegant and luxurious while remaining relatable to the average person. Your brand will become appealing in every sense of the word — talk about a win-win situation!