Fashion copywriter for luxury Australian Designers
Copywriting that redefines activewear and leisurewear
MFS Apparel
MSF Apparel is redefining activewear and leisurewear, empowering women of all shapes, sizes, and backgrounds to feel comfortable in their own skin. Founded by two strong, active Australian mums, Renee and Jade, MSF was born out of the challenges of modern life and the desire to balance style with functionality.
With six children between them, Renee and Jade understand firsthand the need for activewear that seamlessly transitions from home to street, offering both style and practicality.
The brand aims to bridge the gap between practical activewear and leisurewear. Offering more than just clothing, MSF is fostering an inclusive community where effortless style is accessible to everybody, accommodating busy mornings, active afternoons, and late evenings. Inspired by their daughters, they created MSF to instil strength, confidence, and commitment in women everywhere.
They were referred to me by brand and web designer, Amy Scambary from Diamond Graphics Sydney, who knew that they needed professional SEO optimized copy to align with their beautiful web design. Due to the sheer scope of this project–and the requirement for keyword research and optimization, we opted for a comprehensive web package, which included product descriptions.
Fashion Apparel & E-commerce
INDUSTRY -
Sydney, Australia
LOCATION -
SERVICES -
Website Copywriting, Brand Story and Product Descriptions
WORDS OF LOVE…
“We are extremely happy with your style and what you’ve done to date. We can’t thank you enough.”
-RENEE & JADE, MSF APPARELThe Strategy
Understanding MSF Apparel's mission to empower women and cultivate inclusivity, our strategy focused on highlighting the brand's values and unique selling propositions. We wanted to convey the message that MSF is more than just a clothing brand—it's a movement for self-acceptance and confidence. By incorporating quotes directly from the founders and weaving their personal stories into the narrative, we humanized the brand and made it relatable to women everywhere.
Inclusion of specific sections unique to the fashion industry, such as the Body Contouring and Life Proof Fabrics banners, served to highlight MSF Apparel's innovative approach to activewear design. For example:
Headline: Fabrics that can handle it, so you don’t have to...
Subhub: Move, live, sweat, squat with durable, breathable fabrics that offer contoured support, classic fits and shape that holds.
Through engaging storytelling and clear calls to action, we created website copy that authentically represents MSF Apparel's ethos, resonating with women of all backgrounds and inspiring them to make the most of life–and look great while doing it.
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The Outcome… in their words
“As a brand new business, we really had no idea where to even START with our web copy and product descriptions. We knew the quality of our clothes and how stylish and versatile they were - but articulating that was a whole different story... one we knew nothing about. Kaitlin was referred to us by our web designer (with very high praise) and she did NOT disappoint. She nailed it. We now have a clear brand voice, a distinct brand story and web copy that truly reflects our style. Modern, confident and chic.”
