Victoria's Secret Rebrand

Victoria’s Secret is one of the most well-known brands in the US, being the largest lingerie retailer since the late 1990s. However, in recent years, there has been a decline in performance due to the brand’s overly provocative image and refusal to adapt to the #MeToo movement. This rebrand aims to improve Victoria’s Secret’s image in the lingerie market by directing the brand towards a more progressive and inclusive mindset. A change of focus is accomplished through the concept of “versus”, which challenges both the past perceptions of the brand and society’s unrealistic body standards.