Fashion and luxury brand communication lives or dies by register. A product description that sounds like a translation â or worse, a description that reads accurately but in the wrong register for the brand â communicates something the brand did not intend. The translation of luxury is itself a luxury product, and it has to meet the same standard.
Tuscany has always been at the centre of Italian luxury production. Arezzoâs goldsmithing tradition produces work worn in Paris, Tokyo, and New York. The regionâs leather goods, fashion, and artisan manufacturing sectors are internationally active. Working within this context has given my practice a specific orientation toward the communication needs of the Italian luxury and fashion sector.
Fashion and luxury localisation work covers: brand copy and taglines, product descriptions for e-commerce and print, lookbook and catalogue content, press releases and editorial content, social media copy, packaging and labelling text, brand guidelines and tone of voice documentation, and website localisation for fashion and luxury e-commerce.
For ongoing brand content needs, I develop brand voice documentation and style guides in the target language that allow subsequent content to maintain consistency. A luxury brandâs voice in Italian does not translate by accident into German or French. It needs to be built deliberately in each language, and maintained.
In practice
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