Fashion powerhouse Victoria's Secret teams up with tennis ace Naomi Osaka on a design partnership
In a bold move to reposition its brand, Victoria's Secret has announced a new collection in collaboration with tennis champion Naomi Osaka. The collection, aptly named the Victoria's Secret X Naomi Osaka, is more than just a fashion line; it's a symbol of the company's commitment to diversity, equity, and inclusion.
Priced from $32, the collection includes a variety of pieces such as robes, rompers, shorts, sleep shirts, panties, and thongs. The pieces embody the beauty and peacefulness of taking time for oneself, reflecting Osaka's champion of self-love and a source of inspiration for women worldwide.
One standout piece from the collection is the Forever Bra, which features the brand's first bra pad that can be fully recycled in a closed-loop system. This eco-friendly innovation aligns with Victoria's Secret's aim to grow market share in the categories of bras, intimates, and beauty while promoting sustainability.
The collaboration with Osaka, known for her social activism and cultural influence, embodies Victoria's Secret's new focus on empowerment and progressive values in women's representation. The broader VS Collective initiative prioritises models and spokespeople who advocate for social causes, aiming to "shift culture" and broaden product inclusivity.
The VS Collective, replacing the legacy "Victoria's Secret Angels", is a politically and socially conscious group that includes LGBTQIA+ activists, plus-size models, and transgender models. This pivot towards explicit political activism and inclusiveness rather than conventional glamour marketing is part of Victoria's Secret's five-year turnaround plan.
The plan focuses on rebranding the company by promoting diversity, equity, and inclusion over traditional notions of physical beauty. This strategic shift includes spinning off the brand as a separate entity, repudiating its past leadership criticised for racism and misogyny, and evolving its brand positioning to be more inclusive and attract a broader, more loyal customer base.
The Victoria's Secret X Naomi Osaka collection campaign was shot by photographer Brad Ogbonna and styled by Karolyn Pho. The campaign images aim to portray a serene, dream-like essence, reflecting the collection's focus on self-love and comfort.
The collection is now available online and in stores, and in select international stores and online. With this new collection, Victoria's Secret aims to tell more compelling stories in stores and on its digital platform, rebuilding its public image and fending off DTC competitors.
[1] Source: Business of Fashion [3] Source: Yahoo Finance
- The Victoria's Secret X Naomi Osaka collaboration, a symbol of the brand's commitment to diversity, equities, and inclusion, includes eco-friendly pieces like the Forever Bra with recyclable bra pads, aligning with Victoria's Secret's aim to promote sustainability.
- In a shift from conventional glamour marketing, Victoria's Secret's five-year turnaround plan focuses on promoting diversity, equity, and inclusion over traditional notions of physical beauty, replacing the legacy "Victoria's Secret Angels" with the politically and socially conscious VS Collective.
- The VS Collective, known for its inclusivity, includes LGBTQIA+ activists, plus-size models, and transgender models, reflecting Victoria's Secret's new focus on empowerment and progressive values in women's representation.
- With the Victoria's Secret X Naomi Osaka collection, priced from $32 and embodying the beauty and peacefulness of self-love, the brand aims to tell more compelling stories, rebuilding its public image and fending off DTC competitors.
- The collaboration with tennis champion Naomi Osaka, known for her social activism and cultural influence, embodies Victoria's Secret's new focus on lifestyle, fashion-and-beauty, education-and-self-development, personal-growth, business, and war-free values, as part of its drive to attract a broader, more loyal customer base.
