In an unprecedented move, Victoria’s Secret & Co. is partnering with renowned Chinese fashion designer, Rui Zhou, creator of the gender-neutral label, Rui-Built. The collaboration is designed to bring fresh, innovative designs to the China market, marking a significant milestone for the lingerie and beauty giant.
Victoria’s Secret has stirred up anticipation for the upcoming collection through a brief teaser video released on Monday. The video provides glimpses of the campaign shoot, featuring Victoria’s Secret Angel, Sui He, and two other Chinese models.
The Victoria’s Secret x Rui-Built collaborative collection seeks to celebrate “the natural body shape” and instill confidence in its wearers. It’s a blend of Zhou’s signature cutout style and the iconic Victoria’s Secret designs such as the lace-detailed slipdress and the marshmallow padding bra.
“Fashion is a powerful tool to highlight the beauty and strength of the human form. My collaboration with Victoria’s Secret elevates this vision to unparalleled levels“, Zhou expressed during the video. She further detailed her vision of the collection’s loungewear, emphasizing its ability to transition from casual to formal while embracing both intimacy and boldness. She expressed a particular fondness for the lace slipdress, an item characterized by its daring color contrasts.
One notable piece from the collection is an oversized t-shirt, featuring the embroidered slogan, “Dare to say love“. The brand’s spokesperson explained that they want to encourage fans of Victoria’s Secret and Rui-Built to bravely express their love at any time and place.
The slogan embodies the collection’s overall theme, offering a timely connection to China’s upcoming Qixi Valentine’s Day on August 22nd.
The collection includes vibrant cardigans, t-shirts, pajama sets, slips, and bras. Classic Victoria’s Secret colorways, pink and black, are also featured. The collection will be available in Victoria’s Secret retail stores, its official Chinese website, and its Tmall and jd.com outlets, starting July 25th.
The collaboration forms part of Victoria’s Secret’s strategic plan to maintain its relevance in the market, and regain its position as a global leader in lingerie retail.
In line with these efforts, Victoria’s Secret has partnered with Regina Miracle International (Holdings) Ltd., a Hong Kong-based lingerie manufacturer, to revise its retail strategy in China. The company plans to open 100 smaller-format stores across the country. However, Victoria’s Secret recently closed its flagship store at Beijing’s WF Central, a luxury mall near the Forbidden City.
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