The Challenge:
During my time with Victoria’s Secret, the brand was still in peak bombshell mode—fantasy-driven, male-gazey, and largely divorced from real life. But inside the building, I was planting seeds for a different kind of sex appeal: one rooted in self-definition, subtle rebellion, and humor.

This was an early push toward what brands now call being ‘playful and authentic’—but at the time, it felt radical inside a legacy lingerie business.

Here, concepts that helped shift the tone—even if they didn’t all make it past the fitting room.

Sexiest You Alive

A counterpoint to Sexiest Man Alive, this concept invited customers to rethink sexiness on their own terms. No contest. No winner. Just a celebration of what makes you feel most alive, most embodied, most unapologetically attractive.

The campaign would spotlight real women living a VS life—not to model a product, but to model presence, agency, and joy. It was inclusive before that became a brand mandate. Warm before the rebrand. And designed to move Victoria’s Secret away from objectification and toward ownership.

The idea was greenlit internally and requested for expansion into a PINK version—Sexiest U Alive—a co-ed college activation. That’s where it lost the thread, turning from subversion to stereotype.

Photobombshells

Another concept designed to crack the perfect veneer: a recurring photo feature where Angels photobomb each other backstage and on set. It would add humor, dorkiness, and real human energy to a brand that desperately needed all three.

The working line: “Even bombshells have bloopers.”

Execution: Festival Feature Spread

While the concepts didn’t ship, their tone showed up in my work. This “Rock Out Like an Angel” festival guide leaned into freedom, playfulness, and Coachella-era chaos. Less catwalk, more crowd surf. More Gossip Girl than Dynasty.