Modern Fantasy.
In this project, I completely rebranded Victoria's Secret and created Modern Fantasy, an inclusive lingerie brand.
The brand of Modern Fantasy was created as the antithesis to the original mission statement of Victoria's Secret. L Brands, the parent company of Victoria’s Secret, was founded by Leslie Wexner. Along with Ed Razek, a top executive and the chief marketing officer at L Brands, the two presided over Victoria’s Secret and created the lingerie empire. While society has progressed, Victoria’s Secret is stuck in their old values. In an interview with Vogue in 2018, Razek expressed that he has no interest in casting plus-size and transsexual models in the fashion show.
My strategy is to rebrand Victoria’s Secret to Modern Fantasy. With Modern Fantasy, “anyone can be an angel.” Modern Fantasy’s new mission statement is to create an environment where the customer feels comfortable and safe and is inclusive to all. We will celebrate and respect people of all sizes, ethnicities, genders, and sexualities through our social media and practices. Instead of feeding into the male gaze, we want the customer to feel comfortable and sexy in their own skin and our product.
The butterfly logo is created from three bras stacked on top of each other. A butterfly represents the brand because they symbolize change, romance, positive transformation, new beginnings.
design marks.
mockups.
mark variations.
patterns.
identity system.
process.
