Uphoria

As a personal project I decided to rebrand Victoria’s Secret. As a teenager I found that I was constantly influenced by the pink girly adverts of Victoria’s Secret (and other brands), which only showed super skinny models and unrealistic, unhealthy body types made to please the male gaze. Although Victoria’s Secret has gone to some lengths to change this impression, I still think the negative connatation around the brand stands and that it could do more to represent everybody and every body, given that we all need underwear. I also wanted to remove the stereotypical ‘girliness’ of the brand. So I created the rebrand Uphoria. I wanted it to be gender ambiguous and inclusive of all body shapes. I wanted the brand to represent kindness and togetherness and to feel welcoming to all.