Victoria Probert
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The Global Rebrand

ClientVictoria's Secret
AgencyIn-house

A new era of sexy at Victoria’s Secret.

An iconic brand, reimagined from the inside out. Victoria’s Secret evolved into a modern lifestyle brand built around confidence, individuality, and inclusivity. From a new visual identity and tone of voice to a more relevant, representative brand experience, the transformation touched every part of the business.

PressThe New York TimesVogueTeen VogueThe Washington PostCNBCWWDThe Business of FashionLos Angeles TimesPBS NewsHour
Three models in neutral lingerie leaning into each other against a pale background.

The new faces

New models and brand ambassadors brought more backgrounds, stories, and points of view into the Victoria’s Secret world.

A grid of seven portraits of the founding VS Collective around the Victoria’s Secret Collective logo.
The founding VS Collective brought together seven women to help shape the future of the brand:
  • Adut Akech · Model + refugee advocate
  • Amanda de Cadenet · Photographer + Girlgaze founder
  • Eileen Gu · World champion freeskier
  • Megan Rapinoe · World champion soccer player + pay equity advocate
  • Paloma Elsesser · Model + body inclusivity champion
  • Priyanka Chopra Jonas · Actor, producer + entrepreneur
  • Valentina Sampaio · Model, actor + LGBTQIA+ activist
Sofía Jirau in a floral bra against a pink background.
Sofía JirauThe brand’s first model with Down syndrome.
Emira D’Spain in a brown camisole, hand to her cheek, against a pink background.
Emira D’SpainThe brand’s first Black trans model.
Mayowa Nicholas in a pink lace corset against a pink background.
Mayowa NicholasNigerian + Yoruba model, unofficial set DJ.
Devyn Garcia in a rose lace bra, hands on her hips, against a pink background.
Devyn GarciaMiami Beach native, model, surfer + skater.
Jill Kortleve in a red lace bra, arms resting on a white table, against a pink background.
Jill KortleveDutch-Surinamese model expanding fashion’s beauty standards.
Candice Huffine laughing in a white tank top, hands clasped under her chin.
Candice HuffineModel, runner + founder of Project Start.
Abby Champion in a white tank top against a pink background.
Abby ChampionAlabama native, high-fashion model + fitness devotee.
Yumi Nu in a white turtleneck, chin resting on her hand, against a pink background.
Yumi NuJapanese-American model + singer-songwriter.
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Made for more bodies

More sizes for every body
More sizes for every bodyExpanded sizing across categories, with models reflecting the new range.
New mannequins + tags
New mannequins + tagsBuilt from real proportions and labeled by size, putting the expanded range on display.
Maternity + nursing
Maternity + nursingDesigned to support women through pregnancy, postpartum, and beyond.
The first mastectomy bra
The first mastectomy braDesigned specifically for post-mastectomy needs, with pocketed cups for comfortable, secure support.
Adaptive by design
Adaptive by designMagnetic closures, front-strap adjusters, and sensory-considered fabrics made dressing easier.
Fit finder
Fit finderA digital tool helping shoppers find their true size.
New look & feel
New look & feelModernized an iconic visual identity without losing what made it unmistakably Victoria’s Secret.
In stores
In storesNew store concepts made the rebrand physical, trading dark, segmented spaces for a lighter, modern, more approachable shopping experience.
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Mother's Day

For the first time, Victoria’s Secret celebrated motherhood in all its dimensions—bringing pregnancy, family, and generations of women together in its Mother’s Day campaign and catalog.

The Catalog

A “Dear Mom” letter beside a black-and-white portrait of Brooke Shields and a younger woman in matching black pajamas.
Paloma Elsesser with two older relatives, three generations leaning close together.
Two photos of Grace Elizabeth pregnant, one in black and white with her partner, beside a quote about pregnancy.
Black-and-white portrait of Helena Christensen leaning on the shoulder of a young man in a white sweater, with a quote on motherhood.
Four black-and-white photos of Sabina Karlsson with her family.
A mother and her twin daughters in striped pajamas, stacked in a playful pyramid.
A magazine spread: a mother and daughter cheek to cheek, and two women in loungewear, with a quote about a mother’s strength.
Chanel Iman holding her two young daughters, one with a white rose.
Magazine cover: a pregnant woman in a pink satin robe, in profile, under the Victoria’s Secret logo.
Sabina Karlsson in a black jumpsuit beside the quote “Parenting is just like a roller coaster. You have to laugh about it.”
Black-and-white portrait of Lais Ribeiro being kissed on the cheek by her son.
Black-and-white portrait of Yumi Nu embracing two family members in black pajamas.
Black-and-white portrait of Mayowa Nicholas and her mom, foreheads together.
Four black-and-white photos of Hari Nef with her mother, in black slips.
Black-and-white portrait of Grace Elizabeth, pregnant, in a bralette and unbuttoned jeans.
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