Brand DNA
Maison Sole
Everything MILA knows about you. She refines this quietly as she watches what works.
Demo profile
Maison Sole makes small-batch linen and cotton essentials in Portugal for women who buy less and keep it longer. Founded 2023, direct-to-consumer, one collection a season.
Positioning
The quiet alternative to trend-driven basics — provenance you can name, prices you can defend.
Target audience
Women 26–38, creative professions, urban Europe. Shop considered, follow independent brands, read the fabric label before the price.
Voice
- Confident
- Warm
- Editorial
- Personal
Visual world
- Editorial
- Minimal
- Warm neutral
- Natural light
- Film grain
Content pillars
- 01Founder & process
- 02Fabric and provenance
- 03Styling over seasons
- 04Customer stories
Products
- The Linen Shirt€140 — Hero product
- Wide Trouser€165 — Best seller
- Cotton Knit€120 — New
Goals
- Grow my audience
- Increase sales
- Build a community
Platforms
- Instagram @maisonsole
- TikTok @maisonsole
Inspirations
- Independent Portuguese ateliers
- 1990s minimal tailoring
- Kinfolk-era still life
Upcoming moments
- Autumn drop12 September
- Lisbon studio open day28 September
Things to avoid
- Discount language
- Trend audio for its own sake
- Fast-fashion comparisons
- Overuse of the word 'sustainable'