NET-A-PORTER
TOM FORD product copy
Burberry product copy
I’ve worked with NET-A-PORTER since 2018, both in-house and on a freelance basis. As a senior sub-editor, I edited upwards of 90 product descriptions per day in American English, upholding the elevated house tone while honouring each brand’s distinct voice.
Raw copy:
TOM FORD is the pinnacle of cool, so imagine how fierce you'll feel in this biker jacket. It's been made in Italy from black leather and has chunky gunmetal-tone zipped cuffs and adjustable tabs at the hem. The cupro-blend sleeve lining ensures a smooth fit, while the asymmetric fastening is concealed for a streamlined finish.
My edits:
Tom Ford is a master at elevating the classics. This biker jacket has been made in Italy from buttery black leather and is accented with chunky gunmetal-tone zipped cuffs and adjustable tabs at the hem. The sleeves are lined so it'll slip on easily over sweaters, while the concealed asymmetric fastening makes it all the more streamlined.
Editing notes:
– The original opener wasn’t on brand for TOM FORD – ‘cool’ and ‘fierce’ felt too young. In the edited opener, I changed the name to title case as we’re now talking about the designer himself rather than the brand.
– Some of the language is unnatural – you wouldn’t say ‘ensures a smooth fit’ out loud.
– Adding adjectives such as ‘buttery’ helps justify the luxury price point.
Raw copy:
TOM FORD's meticulous tailoring would be nothing without exceptional fabrics, and these trousers showcase the perfect balance. They're cut from pleasingly weighty silk-satin which holds an elegant drape and pressed through the front for a sharps finish. The waist can be adjusted via buckled tabs in lieu of a belt.
My edits:
TOM FORD's meticulous tailoring is fittingly complemented by exceptional fabrics. Showcasing both, these trousers are cut from weighty silk-satin that holds an elegant drape and pressed through the front for a sharp finish. The waist can be adjusted with buckled tabs in lieu of a belt.
Editing notes:
– It’s too negative to suggest that the brand’s tailoring would be nothing without fabrics, so I softened this in the edit.
– Fixed typo in ‘sharps’.
– The outro is strong, but ‘via’ felt too colloquial and unnatural.
Raw copy:
Dressing comfortably is a small luxury, but a luxury nonetheless, and the soft cashmere-blend Burberry's 'Hurst' shorts only enhances that feeling. They fall just above the knees, have a flexible drawstring waistband with logo-embossed metal caps and sport an embroidered monogram in tonal threads.
My edits:
Dressing comfortably is one of life's little luxuries, a sentiment that Burberry echoes with these soft cashmere-blend shorts. They have a wide-leg silhouette that falls at the mid-thigh and a flexible drawstring waistband with logo-embossed metal caps. The house's monogram is embroidered in tonal threads.
Editing notes:
– The original intro downplays the luxuriousness of the shorts.
– House style dictated that we didn’t call out Burberry style names, so this needed to be removed.
– Some of the language felt too casual for Burberry’s elevated tone.
TOM FORD product copy