Victoria’s Secret

Branding Strategy

A Fantasy Was Born

Victoria’s Secret spearheaded the ‘dream girl’ fantasy. Capturing the male gaze nationwide and becoming the largest lingerie retailer in the world by 2016.

Fallen Angels, Falling Numbers

Sales have fallen steadily over the years as consumers reach for women-run brands amid controversial business practices. 

What We Did

Research in the Lingerie Category
Market Analysis - What are other brands doing when under fire?
Rolled in the Problem - Where are the shortcomings and where are the opportunities?
Listened to the Target Audience - How do consumers feel?

The Learning

We’ve  Been Wing-Washed

Victoria’s Secret used their power gained to determine “sexy” through the lens of anyone besides those wearing the products. 

The continued push of the “perfect body” put pressure on consumers and models alike and the fantasy began to wear off. 

Performative Inclusion Isn’t Powerful

The rebrand offered a commitment to body positivity and diversity but it was clear the brand was trying to quickly atone for their sins and it felt inauthentic to its consumers.

“Victoria's Secret generated some buzz over its new inclusive look, but it didn't translate into sales. With customers turning to other popular lingerie brands like Savage X Fenty and Thirdlove, the company projects only $6.2 billion in sales this year (2023) — down more than $1 billion since 2020”

A Missed Opportunity to Re-Shape Power

The brand used their power for a drastic rebrand that fell short. The world needs brands that will do more than what is right or expected. It needs a brand that is willing to show what it looks like to stand up against outdated mindsets even if they themself helped create them.



How can Victoria’s Secret Catalyst Authentic Change?

Victoria’s Secret will remind consumers what it looks like when performance dies and new legacy lives by erasing the very ideas we helped sell in the first place. Sexy is how you feel, it’s power in your hands and no one else’s


Re-write Your Legacy

This new initiative cements Victoria's Secret's as a new North Star and more importantly, sets the course for other brands to follow.


Join The Army Of Angels

The How Will You Wear Your Wings is a calling for pure rebellion. The iconic Victoria’s Secret wings were used to label who was worthy of being sexy, beautiful, perfect.

Ultimately, those in wings were cast to be these angels forever, eternally subject to lust from others, making them nothing but objects of fantasy.

Victoria‘s Secret Wants To Know...

The North Star We Need

Victoria's Secret is the leader in the market and therefore has a responsibility to be the leader in this movement.

Where Will We Rally Our Troops?

This begins as a grassroots campaign. We will tease our campaign first at colleges and universities where influence is high. We will meet women at a time in their lives when they are discovering and defining who they are.

Disrupting the “Sexy” Algorithm

Models and consumers alike are no longer sex symbols. A site hack on Pornhub will disrupt the cycle of sexualization. Replacing the expected videos with cameos, tutorials, and imagery of women doing anything except what you might expect on a pornography site

Bye-Bye Fantasy

Victoria's secret will initiate their army of anarchy to disrupt traditional advertising by destroying the brand's current out of home advertising. 

What Happens Now?

This rebellious campaign allows Victoria’s Secret to join forces with the people of the brand rather than set themselves apart. It gives them a chance to rewrite their legacy. And when you take that first step into battle, your new Army of Angels will follow.