MATCHESFASHION Tone of Voice — Curated & Expert

Tagline: "Curated by Experts Since 1987"

Industry: Luxury E-commerce

Sector: Luxury

How MATCHESFASHION Communicates

MATCHESFASHION ties luxury retail to expert curation. "Curated by Experts Since 1987" frames the platform around a carefully-chosen edit of the world’s most coveted designer brands — curated, expert, luxury. The voice is luxury-edit and assured, selling not just designer clothes but the confidence of an expert eye that has already sifted the best pieces so you do not have to.

Tone Words

MATCHESFASHION's brand voice is defined by the following tone words: Curated, Expert, Luxury.

Communication Style

  • Language Style: Luxury-edit
  • Sentence Type: Statement
  • Tense: Present
  • Expression: Straightforward

MATCHESFASHION Brand Story

MATCHESFASHION evolved from a London boutique into a global luxury platform known for exceptional curation. Their buying team champions emerging designers alongside established houses, creating a mix that feels discovered rather than obvious. The brand's lifestyle content and style advice positioned them as personal shoppers at scale. Carlos Place townhouse became a physical expression of the brand.

Brand Message

The most coveted pieces, expertly curated

Brand Mission

Curating the best in global luxury fashion

Brand Positioning

Core Concept: Expertly curated luxury fashion

Central Tension: Selection vs. Curation

About MATCHESFASHION

Matches was a global luxury e-commerce platform, Matches offered ready-to-wear, shoes, bags and accessories for womenswear, menswear and lifestyle products. The business operated online and via three stores in London, England. On 21 July 2024 owner Frasers Group put it into administration after only two months of ownership. Following its administration and closure in 2024, Matches was acquired by a new ownership group in December 2025. The intellectual property and brand assets, including its in-house label Raey, were purchased from Frasers Group by a newly formed luxury retail company backed by the founders (Joe Wilkinson & Mario Maher) of the shopping app Mile.

Frequently Asked Questions About MATCHESFASHION

What is MATCHESFASHION's tone of voice?

MATCHESFASHION uses a curated, expert, luxury tone of voice. Their communication is luxury-edit, typically using statement-style sentences in the present tense. Their tagline "Curated by Experts Since 1987" exemplifies this voice.

How does MATCHESFASHION communicate with customers?

MATCHESFASHION evolved from a London boutique into a global luxury platform known for exceptional curation. Their buying team champions emerging designers alongside established houses, creating a mix that feels discovered rather than obvious. The brand's lifestyle content and style advice positioned them as personal shoppers at scale. Carlos Place townhouse became a physical expression of the brand.

What is MATCHESFASHION's brand message?

MATCHESFASHION's core message: The most coveted pieces, expertly curated Their mission: Curating the best in global luxury fashion

What is MATCHESFASHION's slogan?

MATCHESFASHION's slogan is "Curated by Experts Since 1987". It carries their curated, expert, luxury voice.

What is MATCHESFASHION's mission?

MATCHESFASHION's mission: Curating the best in global luxury fashion

What makes MATCHESFASHION's brand voice unique?

MATCHESFASHION stands out through their curated, expert, luxury communication style. Their central brand tension, "Selection vs. Curation", shapes how they communicate across the Luxury sector.

What language style does MATCHESFASHION use?

MATCHESFASHION uses luxury-edit language, with straightforward messaging, in statement-style sentences, using the present tense.

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