Victoria’s Secret Rebrand Concept

Wear Your Best Self!



Client Personal
Year 2019
Category Brand Identity


Why rebrand?
We wanted to be more inclusive, and represent a diverse range of body types, gender identities, and skin colors.




Although we love our Victoria’s Secret angels, we wanted to introduce something new.

Meet Moonstone, our mascot! She represents grace, beauty and self transformation.

We fell in love with the idea of our customers spreading their wings and transforming into their best selves.




As the new Victoria’s Secret, we believe in wearing confidence and instilling it within others.

We changed our tagline from “A Body For Every Body” to “Wear Your Best Self” to help encapsulate the new us!







* This work is purely conceptual. I do not own the photography, nor am I affiliated with Victoria’s Secret.