Victoria's Secret reveals new fully digital brand for tweens

By

Benjamin Fitzgerald

Published
Apr 20, 2022

Victoria’s Secret & Co. announced on Tuesday the launch of a new fully digital brand for tweens, as the U.S. giant continues to expand beyond its namesake lingerie brand, and looks to enter the metaverse.

Dubbed 'Happy Nation', the fully digital brand is aimed at tweens ages 8-13 and offers a size-inclusive and gender-free product assortment of sweats, swim, bras, undies and family friendly body care. With the assortment, the brand hopes to ​foster a judgment-free community that is supportive and accepting of tweens during some of the most transformative years of their lives.

“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,” said Claudine Rankin, GM at Happy Nation, who led Happy Nation’s brand development.

“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.”

A wholly separate brand within Victoria's Secret & Co., Happy Nation is shoppable online-only via Happynation.com, with no plans for Happy Nation retail stores at this time, the company added.

In addition to plans for social and digital engagement, Happy Nation will activate in the metaverse – a first for any brand within the VS&Co family – on a popular youth gaming platform later this summer, without disclosing any further details.

“This is a new demographic for us, so we’ll be continually gathering feedback as more people get to know Happy Nation,” said Susan Anderson, vice president of creative at 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.”

The launch of Happy Nation coincides with the appointment of Victoria's Secret's first male ambassador, Darren Barnet, who will front VS Pink's latest gender-neutral collection of sweats.