Victoria’s Secret launches new digital-only tween brand
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”.
Claudine Rankin, general manager at Happy Nation, explained: “We heard from tweens and their parents that they felt like there isn’t an apparel or beauty brand that celebrates and lends a helping hand in their personal evolution.
“As a mother, I feel a deep responsibility to be intentional about every decision behind this brand. The tween years can be a time of immense change and challenges yet excitement for both tweens and their parents, and we hope Happy Nation can provide the authenticity that younger generations crave, while offering comfy clothing and body care products that kids and their parents can feel good about.”
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.
Susan Anderson, vice president of creative at Happy Nation, said: “This is a new demographic for us, so we’ll be continually gathering feedback as more people get to know Happy Nation. We want to make sure we’re engaging in ways that feel authentic to and resonate with our Happy Crew, such as our upcoming metaverse integration and presence on one of the most popular youth gaming platforms. Entering the metaverse is such a natural extension for this brand – I’m thrilled to be a part of a ‘first’ for this company.”