Victoria’s Secret has launched a new digital tween brand aimed at children between the ages of eight and 13.
Called Happy Nation, the size-inclusive and gender-free product assortment includes sweatshirts, swimwear, bras, underwear and body care items.
Happy Nation is a wholly separate brand within Victoria’s Secret and the launch represents another milestone in the company’s continued transformation.
Victoria’s Secret said the brand’s development was a highly collaborative process which included insight from various internal leaders as well as external experts to ensure everything from its creative, to photography and social media communications fostered a “safe, inclusive and supportive environment”.
There are no plans for Happy Nation products to be stocked in retail stores at the moment as the brand will be engaging with customers through digital and social channels. Happy Nation will also activate in the metaverse, which will be a first for any brand within the Victoria’s Secret family.
