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How to Avoid Clichés When Writing for a Luxury Brand


Passion’s theme for the month of May is ‘luxury’ – and for good reason! We have a host of unparalleled luxury clients, many of which have enlisted our talented Content team’s copywriting services. From blog posts to landing pages, we’ve been busy crafting only the best copy (if we do say so ourselves). However, with a luxurious clientele comes a problem that many brands struggle with: how do you avoid sounding cliché?

Any writer worth their salt knows that the death of good writing is often the cliché, or an overused phrase or word in writing. While it’s not not difficult to see why common clichés like ‘actions speak louder than words’, ‘leave no stone unturned’ and ‘falling head over heels in love’ (just to name a few) became popular, by this point they’re about as dead as a mummy.

Yes, that’s fine, you say, but what does that have to do with writing for luxury clients? I would never be so bold as to use those awful phrases for my client Coco Dior Vuitton!

We’re sure you wouldn’t – but writing for luxury brands tends to come with its own set of sector-specific clichés. The industry is swarming with ‘bespoke’ this and ‘hidden gem’ that, leaving those words with next to no meaning.

But don’t you worry – we’ve got some easy ways to avoid clichés when writing for luxury brands.

The Don’ts

Let’s start with what not to do when writing for luxury brands. First and foremost, try to avoid the words on this list of clichés like a crying baby on an aeroplane:

  • Unique
  • Tailored
  • Bespoke
  • Precious
  • Paradise
  • Exceptional
  • Hidden gem
  • Luxurious
  • World class

And that’s just the beginning – if we were to list them all, we’d be here for decades. A good rule of thumb is to question the first word that pops into your head when writing for a luxury client as, no matter how good of a writer you are,  the truth is it’s likely going to be a cliché.

Another way to avoid sounding clichéd is by getting rid of bland statements that aren’t really saying anything, such as just describing a hotel’s amenities as ‘luxurious’. Come on, what does that actually mean? You’re not giving the reader any useful information.

The Dos

Okay, now for the fun bit: what can you do to ensure your writing is funky fresh (tip #1: don’t use phrases like ‘funky fresh’, especially when writing in a luxury brand’s tone of voice)?

  • Show don’t tell – Instead of simply listing the USPs that make your brand luxurious, describe them. Which brings us to…
  • Use descriptive language and incorporate small details – Set the scene and make the reader feel like they are there. For example, a hotel room isn’t luxurious; it features an ocean-sized bed, a balcony where you can spend hours gazing out at the spellbinding sea and a mini-fridge stocked with the finest nibbles and tipples.
  • Keep a balance – While descriptive is good, be careful not to veer into the world of purple prose. Find a good balance between immersing the reader in a scene and getting your point across.
  • Highlight your brand’s USPs – What makes the brand special? What sets it apart from the crowd?
  • Adjectives are your friend – Adjectives make for vivid experience when reading! Look at our example about descriptive language above – the bed was ocean-sized and the sea was spellbinding.

While there is a time and place for clichés (they make a great topic for a blog post, don’t they?), most of the time you want to leave them where they belong – with your competitors, making your brand look all the better. And if you’re still not sure just how to kick clichés to the curb, why don’t you get in touch with us? Our Content team is unrivalled when it comes to creating copy for luxury brands that’s as fresh as a daisy (joking!).

  1. A big thank you to Shutterstock for supplying us with some wonderfully clichéd stock images to illustrate this post… yes, the same attention to detail extends to your imagery too!