Victoria’s Secret launches design collaboration with Naomi Osaka

Dive Brief:

As it attempts to revamp its brand, Victoria’s Secret has launched a collection with tennis star Naomi Osaka, the intimates brand announced on Tuesday.
Starting at $32, the Victoria’s Secret X Naomi Osaka collection features robes, rompers, shorts, sleep shirts, panties and thongs in colors ranging from muted pinks and light jades to pastel lavenders. It is available online and in stores, and in select international stores and online.
The collection also features the new Forever Bra, which includes the brand’s first bra pad that can be fully recycled in a closed-loop system.

Dive Insight:

The Victoria’s Secret X Naomi Osaka collection builds upon Osaka’s previous relationship with the brand. In November 2021, the company enlisted her to be a part of the VS Collective, an initiative meant to replace its Victoria’s Secret “angels” marketing strategy.

To launch the collection, the brand tapped photographer Brad Ogbonna and styled by Karolyn Pho to shoot the campaign images meant to portray “a serene, dream-like essence,” per the press release.

“As a champion of self-love and a true inspiration to women all over the world, Naomi encourages us all to celebrate our dreams through this special collection,” Janie Schaffer, chief design officer for Victoria’s Secret, said in a statement. “Designed with dreamy color blends, unique patterns and absolute comfort in mind, each VS X Naomi Osaka piece embodies the beauty and peacefulness of taking time for you, and we look forward to sharing it with everyone.”

The launch of its VS Collective initiative and the collection with Osaka comes as Victoria’s Secret aims to rebuild its public image and fend off DTC competitors. As part of its five-year turnaround plan, the company said during an investor’s day last October that it wants to generate between $7.3 billion and $7.4 billion in sales.

The company also said at the time that it wants to grow market share in the key categories of bras, intimates and beauty, “while evolving our brand positioning to be more inclusive and attracting a broader more loyal customer base with more compelling story telling in stores and on our digital platform.”