Naomi Osaka x Victoria’s Secret
Overview
Role: Creative Director | Concept | Design
Concept
One of the main product drops during the Spring 2023 season was Victoria’s Secret’s first design collaboration with athlete, equality advocate and VSCollective partner Naomi Osaka. The mindset behind the collection centers around chasing one’s dreams and we wanted to make sure the campaign graphics in the end evoked that feeling.
Naomi is a self-care advocate, and we were helping her design her wellness outfit.
Exploration
Brainstorming words and word phrases helped us ground ourselves in the space we wanted to position the collection.
Chill in the softest Victoria’s Secret pieces
Love yourself by recharging and replenishing one’s energy
Dreaming is more than just what happens while we’re asleep
We used pulled out these key words “dream,” “chill,” and “love” as anchors to inspire the color palette, campaign graphics, as well as what was incorporated on the actual product.
Collaboration
For several months we partnered with Naomi and her team to narrow and focus the exploration — deciding on a color palette, a campaign launch icon to introduce the collaboration between Naomi and Victoria’s Secret.
Naomi’s Flower Bear
The symbol—a strong and fearless bear paired with a large, soft flower—represents Naomi’s double-sided nature. She’s both a fierce and powerful player and a kind and nurturing figure. Coming up with a co-branded lockup, we wanted to keep the essence of the Flower Bear, but add visual cues for “soft” and “dreamy” and “day dreaming” with a sense of whimsical— the final lockup incorporated a cloud and balloon.
Exploration Final
Moodboard
For the campaign photoshoot, we pulled together a moodboard that was inspired by wellness and encompass the wonder of dreaming.
Victoria’s Secret x Naomi Osaka
Featured in the collection is Victoria’s Secret’s new Forever Bra, which includes the brand’s first-ever bra pad that can be fully recycled in a closed-loop system (meaning used pads can be transformed back into new ones) through the company’s new take-back program.
