Undefinable

Overview

Role: Design | Campaign Amplification Content

Victoria’s Secret’s recent brand transformation leverages its wide-reaching status and recognizability to create opportunities for women everywhere; to create space to define themselves on their own terms, and to use owned channels to recognize and celebrate that individuality and diversity over and over again.

We wrote a powerful manifesto to build the campaign and tie back to the larger brand transformation.

For decades, society and institutions—
including ours—defined very narrow expressions
that represented beauty, sexiness, and self-worth
for women.

The truth is the only person who can genuinely
define a woman is herself.

And here is what a few have to say…

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On launch day, we took to the streets in both New York City and Los Angeles to capture the scale of the campaign. From OOH billboards all across the city to an in-store exhibit in our 5th Avenue Store