Victoria’s Secret

Taking back sexy

VS tasked us with a way to take back sexy in this modern day, given the negative sentiment of their past that had been mounting. We came back with a vintage visual style to throwback to how sexy started and how we could correct it, with modern day, diverse-bodied women. With research, we found that most women felt most sexy when they were comfortable. Through the use of UGC in store, in OOH, and imagery shot with these modern women in comfortable styles, we could also gather women’s thoughts on the matter with captions on their polaroids and posts. Which would further be used in other channels for awareness. And let women define what is sexy this time around.

ECD: Sue Desilva
CD/Art: Krissy Andrews
CW: Laura Shipman