VICTORIA’S SECRET X YAYOI KUSAMA
Design, Marketing Strategy, Buying Plan, Art Direction by Celeste Miller
AURORA:
a design capsule unlocking the secret to empowering women and
reshaping our vision of sexy.
Victoria’s Secret x Yayoi Kusama is the perfect opportunity to deliver this new message. Partnering with Yayoi Kusama, a contemporary “obsessive” artist, will demonstrate the ability of Victoria’s Secret to identify and celebrate talented women who overcome obstacles to realize their full potential. Kusama’s visionary talent to create art at the same time she connects with people provides an opportunity to deliver a fresh message for Victoria’s Secret while also tapping into the power of Victoria’s Secret to spread awareness of Kusama’s talent and the body of her work. Click here for full case study document.
PR & Launch Plan
The launch event is the new vs show and will be an interactive, traveling exhibition that allows visitors to step into Kusama’s “inspiration room,” a space designed to deliver a powerful, sensory experience of the new Victoria’s Secret. The launch of the exhibition will only be by invitation only. Following the launch, the inspiration room will be available to visitors for an admission fee of $25 with all of the proceeds donated The Wing, an organization that empowers women to achieve their dreams. Click here to view the VR-app experience.
Marketing Content
Photography by Savannah Lacroix.
