Victoria Secret

From 2017-2020 I had the amazing opportunity to work with Victoria Secret. I worked hard to bring their creative studio in-house and rebrand the label. We took the brand from a man's wet dream into a women's first brand. We pushed boundaries that most competitors hadn't by removing photoshop from our ecomm, getting rid of the runway show, and giving the creative team the space to really explore what it meant to be a women first brand.

The Adventure

The ask was simple in theory: bring Victoria Secret into the twentieth century. Reprogram the consumer's image of the brand so we draw on the woman's experience vs the secret of sex. Sex had sold for years, but women are no longer interested in dressing for someone else's dream. They want to dress and feel empowered in their own right. But what does that look like?

The Vision

My vision was to embrace the lifestyle of the natural woman. Celebrating the spirit of every woman who, despite the busy nature of her life, knows she’s a strong, confident, empowered force to be reckoned with—and should always feels like the true bombshell she is. We focused our creative imagery on the natural beauty women posses and showcased it in our photography by creating softer lines, whether it was on model or flat lay.

The Result

Led the successful launch of the first in-house brand studio for Victoria Secret and PINK
Directed a team of 18 freelancers/full-time creatives
Increased daily ecom shot count by 60%
Created brand style guidelines that were utilized from 2017-2024

In Progress