The problem

Magata is a Berlin-based fashion brand. It was created after the pandemic as a response to consumerism. The clothes are minimalist, sustainable, and designed to be genderless.

The founder came to me with a concern:
The brand looked strong, but engagement and sales weren’t growing.

She had built something with meaning—but something was missing in the way the brand spoke to people.

Setting some goals

• Figure out what was holding the brand back.
  
• Help more people connect with Magata.
  
• Keep it honest and aligned with the founder’s values.
  

I asked a lot of questions. I looked at everything—from website copy to social posts to audience behavior. I also read up on current trends in sustainable and genderless fashion. I ran a competitor analysis to see where Magata stood in the market.

One thing became clear:
The brand’s story was too broad. It was hard for people to understand what Magata stood for.

What changed?

We simplified the message.

Instead of trying to say “sustainable, minimalist, and genderless fashion” all at once, we focused on sustainable fashion as the main message.

We also looked at who the brand was really speaking to. Most of the customers identified as women. But the brand wasn’t showing them in the visuals or copy. We made a shift.
The tone became warmer. The visuals became more relatable.

This didn’t mean changing the values. It meant telling the story more clearly.

I worked with the founder to define a short, honest brand purpose.
We tested new brand messages with real users—through surveys and interviews.

I shared back what worked and what didn’t. We used that to shape how the brand would speak going forward.

With the new direction in place, Magata began planning for its next release.

The new phase is set to launch in summer 2025.

MCKINSEY & COMPANY, “The State of Fashion”, 2024.
HEURITECH, “Gender fluid fashion: Freedom from distinctions“, 20224
WGSN, “Create Better: Innovating Towards a Sustainable Future”, 2024