Pari Passu

Brand Strategy & Guidelines

Tone of Voice & Editorial Direction

Marketing Roadmap & Launch Campaign

first of its kind luxury

Pari Passu, the Latin phrase for“on equal footing,” sets out to give plus-size women access to the kind of luxury clothing and shopping experience that has been long enjoyed by their straight size sisters. But this isn’t just another plus size brand, founders Shanna Goldstone and Edward Slezak have developed a proprietary, data-based fit system that focuses on shape then size. It is truly revolutionary.

Firstborn worked very closely (as in sat in the Pari Passu office for five months!) to help bring the brand identity, tone of voice and genuinely unique story to life. We created the strategy and messaging roadmap for rollout across all platforms, as well as concept and execute the launch campaign.

We continue to be a trusted advisor, editorial director and content creator—and thrilled to see this beautiful product reach women who have been excluded from luxury fashion for far too long.