Free People’s Use of Rhetoric

 I’ve been really interested in how brands communicate online not just what they say, but how they say it and what that tells us about who they are. I decided to take a closer look at Free People, one of my favorite fashion brands. I love their aesthetic, but I want to know: What makes them so popular on their website and social media?

Using some of the ideas from The Rhetorical Act by Campbell, Huxman, and Burkholder (2014), I dug into how Free People uses language, visuals, and storytelling to connect with their audience. Spoiler: they’re really good at it. When I land on Free People’s website, I am immediately hit with beautiful visuals, soft colors, flowing fabrics, and campaigns that make me want to pack up and go on a road trip. At the very top, there’s usually a banner for new arrivals or sales. In the middle, you’ll find curated looks and lifestyle imagery, and the bottom has all the practical links, customer service, sustainability, social media, etc. I feel this layout really  works. It pulls you in visually (ethos + pathos), gives you options to explore (logos), and ends with resources that build trust. According to The Rhetorical Act, effective rhetoric invites us to construct meaning together and Free People does that by shaping a journey through their site.

On Instagram and other platforms, they keep the vibe consistent: beautiful photography, short captions, and an emphasis on individuality and self-expression. It’s less “buy this now” and more “live this lifestyle,” which I think makes it more compelling. They are selling an identity. Free People has a super clear brand identity: bohemian, free-spirited, and a little dreamy. Everything from their visuals to their tone of voice reinforces this. They even feature a variety of models and occasional user content, which helps make the brand feel more inclusive and authentic.

The authors of The Rhetorical Act talk about identity as something we shape through communication and Free People is clearly inviting us to become someone when we wear their clothes. It’s not just about fashion; it’s about the lifestyle that comes with it.

Even though their visuals are stunning, I noticed that Free People doesn’t interact much with followers in the comments. A little more back-and-forth could go a long way in making people feel seen and heard. Also, their sustainability info is kind of hidden and with more people (like me!) caring about ethical fashion, that could be a missed opportunity to strengthen their credibility.

Overall, Free People does a great job using rhetorical strategies to create a brand people want to be part of. Their online presence tells a story, makes you feel something, and invites you to join a lifestyle, not just buy a product. That’s what makes their communication feel so effective and engaging.
Campbell, K. K., Huxman, S. S., & Burkholder, T. A. (2014). The rhetorical act: Thinking, speaking, and writing critically (5th ed.). Cengage Learning.