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.

We measured the rebrand in firsts.

It started with size range, expanded with intention to fit real bodies from the site to the mannequins on the floor. Core categories grew to match. Adaptive, maternity, and nursing pieces made for recovery, postpartum care, and accessibility, with magnetic closures, front-strap adjusters, and sensory-considered fabrics. The brand's first mastectomy bra followed.

The faces changed too, with purpose. The VS Collective brought accomplished women on as partners to help shape the causes behind the brand. Athletes, actors, models, and advocates, Megan Rapinoe, Priyanka Chopra Jonas, and Paloma Elsesser among them. Emira D'Spain became the brand's first Black trans model, widening who the brand spoke to and who got to feel confident wearing it. Camila Cabello fronted the first-ever bilingual campaign, with music and fragrance rewriting what it meant to be a "bombshell." And on Mother's Day, motherhood as it actually looks—the first pregnant woman in a VS Mother's Day campaign, a mature generation of mothers, children in the frame beside them.

Firsts across the board. The evolved definition of "sexy" women had been waiting for.