BRAND STRATEGY
2025 / 2026
VICTORIA'S SECRET
TAKING BACK THE ANGEL
Reclaiming the Angel
Victoria's Secret explores its cultural
legacy through a strategic repositioning
rooted in transparency, participation,
and contemporary storytelling.
Rather than restoring the past, the
project redefines the Angel as a symbol
of authenticity, confidence, and inclusion,
building trust through a renewed brand narrative.
ROLE
Brand Strategy
Creative Direction
PROJECT
Academic Project
2 Semesters
COURSE
Fashion Marketing
& Communications
TOOLS
Adobe CC
Generative AI
THE CHALLENGE
Years of cultural criticism weakened consumer trust in Victoria's Secret and blurred its brand identity.
Historical research and market analysis identified the key challenges informing a new strategic direction.
VIEW BRAND ANALYSIS
CONSUMER RESEARCH
Consumer research explored changing expectations around authenticity, representation, and empowerment.
These insights shaped a strategy centered on participation, transparency, and rebuilding long-term consumer trust.
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STRATEGIC FOUNDATION
Research findings were translated into a strategy that redefines the Angel through transparency, participation, and empowerment.
This foundation establishes the campaign vision, positioning, and objectives guiding Victoria's Secret's repositioning.
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CAMPAIGN ROLLOUT
The campaign unfolds through a phased digital rollout spanning social media, film, creator partnerships, and live experiences.
Each activation strengthens transparency, encourages participation, and reconnects the brand with a new generation of consumers.
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DIGITAL EXPERIENCE
Digital platforms transform consumers from passive audiences into active participants through interactive content and engagement.
Together these experiences encourage conversation, education, and participation throughout the campaign.
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CREATIVE DIRECTION
Creative direction reimagines Victoria's Secret through editorial photography, inclusive casting, and visual storytelling.
Photography, typography, and graphic design reinforce the campaign's strategic message across every touchpoint.
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CAMPAIGN ASSETS
The campaign extends across social media, documentary film, outdoor advertising, digital platforms, and brand activations.
Together these assets demonstrate how strategic thinking becomes a cohesive campaign across every consumer touchpoint.
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REFLECTION
Taking Back the Angel demonstrates how research,
consumer insight, and creative direction can
reposition an iconic fashion brand through
cultural relevance and strategic storytelling.
By combining brand strategy with visual
storytelling, it proposes a contemporary
framework for rebuilding cultural relevance
through accountability and representation.
BARCELONA, SPAIN
2026
©