Serotonin and Silk: Rebrand of Victoria Secret
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Serotonin and Silk: Rebrand of Victoria Secret *
The Ask and Inspiration
This was a group project that required me and my group members to reimagine and refresh a well known brand. Our team chose Victoria Secret by creating a new concept line that reflects current cultural shifts, consumer needs, and aesthetic trends.
Our team had to present a direction that would push the brand forward while staying recognizable to its loyal customer. This meant we had to propose a theme, color story, and material forecast that would embody a clear emotional message and would strengthen the brands competitive positionioing.
Spring/Summer 2026
Product Line Spring/Summer 2026
Our team delivered Serotonin and Silk for spring/summer 2026 line with the concept built around joy, femininity, vibrancy, and self expression as a response to Victoria Secret’s stagnation in the market. This project was driven by a clear problem: Victoria Secret is losing cultural relevance and market share to brands like SKIMS and Aerie.
Our team choose to redesign the brand from an emotional angle which is the feeling of joy, freedom, and confidence that women want from their lingerie. This became the concept Serotonin and Silk, symbolizing the surge of happiness paired with delicate sensuality.
Keywords
Keywords
Our Keywords that we wanted to emphasize on this project were words that you can visualize. Our main keywords are young, fresh, vibrant, alive, femininity, flushed, sheer layering, and lace.
Outcome
Outcome and My Role
During this project my role was helping my teammates with the color story and portion and researching what our color palette would look like as well as keeping the loyal customer as well as bringing new customers. Researching trends, selecting hues that pushed the brand beyond its traditional pallette.
As a team we worked on what our narrative would look like and sound like. We wanted to focus on refining the brand’s messaging and being able to justify our rebrand through competitive and consumer insight.
In addition the outcome for our group resulted in a good grade and showed what our team accomplished. Each member brought their own strengths, and we learned how to merge different ideas into a unified direction without losing individual creativity. By the end, we didn’t just complete the assignment we created a concept that felt market-ready, emotionally grounded, and reflective of the future of the lingerie industry. The positive feedback and high grade reaffirmed that our collaboration, communication, and shared vision were what made the project truly successful.
