THE BRAND

Victoria’s Secret

THE STRATEGY

An iconic store, redefined.

Victoria's Secret spent decades selling one version of sexy. It worked—until it didn't. From mall mainstay to modern lifestyle brand, we didn't just rebrand—we reinvented from the inside out, repositioning Victoria’s Secret around confidence, inclusive individuality, and cultural relevance designed to speak to all women. New logo. New palette. New faces. New sizes. New stories. New campaigns. New definitions of sexy.

A new approach to products

For the first time, Victoria’s Secret expanded its size range with intention—committing to fit real bodies, from product design to mannequins. The brand also extended core product categories to include adaptive, post-mastectomy, and nursing products designed for recovery, postpartum care, and accessibility, featuring magnetic closures, front-strap adjusters, and sensory-considered fabrics.