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 product display on site to the mannequins on the sales floor. Core categories grew to match. Adaptive, maternity, and nursing pieces made for recovery, postpartum care, and accessibility, designed with magnetic closures, front-strap adjusters, and sensory-considered fabrics for ease of use. The brand's first mastectomy bra followed.

The faces changed too—and with purpose. The VS Collective brought accomplished women on as partners to help shape the causes the brand stood behind. Athletes, actors, models, and advocates including Megan Rapinoe, Priyanka Chopra Jonas, Eileen Gu, and Paloma Elsesser.

The firsts continued. Emira D'Spain became the brand’s first Black trans model. Sofía Jirau became its first model with Down syndrome, widening who we spoke to and who got to feel sexy wearing Victoria’s Secret. Camila Cabello fronted our first-ever bilingual campaign, using music and fragrance to redefine what it meant to be a “Bombshell.” And on Mother’s Day, we showed motherhood as it actually looks, featuring Grace Elizabeth, the brand’s first pregnant woman in a Mother’s Day campaign, alongside Brooke Shields and other mothers and children spanning generations.

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