Victoria's Secret's Pink brand partners with LoveShackFancy in a bid to attract Generation Z.
Victoria's Secret Pink and LoveShackFancy have joined forces to create a limited-edition collection, offering a fresh take on feminine fashion with a Gen Z twist. The collection will be available for purchase starting on August 6, 2025.
Before the official launch, an exclusive pop-up event took place in New York City on August 5, 2025. Held at 45 Grand Street (between West Broadway and Thompson), the event allowed customers to shop the collection early and enjoy special activities.
The collection, priced between $19.95 and $199.95, features a variety of items including lounge sets, leggings, dresses, panties, and accessories. It brings together the best of both brands, celebrating confidence-boosting style, friendship, fun, and a shared love of pink, as stated by Ali Dillon, President at Victoria's Secret Pink.
The collection includes fan-favourite styles with LoveShackFancy's signature romantic twist and brings back nostalgic pieces from Victoria's Secret Pink's archives. To promote the collection, "Gen Z favourites" including Coco Samone and Shannon Zhao, among others, have been tapped to star in a promotional campaign sporting styles from the collection.
In a move to attract Gen Z customers, Victoria's Secret's Pink brand and LoveShackFancy have been reshaping their stores. The company has given Pink more in-store space, displayed the brand more prominently, and added more apparel to its product assortment.
In Q1, Victoria's Secret & Co.'s net sales were flat compared to the year prior, but its net income rose to $2.8 million, up from its $2.5 million net loss last year. This focus on attracting Gen Z customers is a priority for Victoria's Secret & Co., as noted by CEO Hillary Super in a Q3 earnings call late last year.
In May, Victoria's Secret & Co. implemented a limited-duration shareholder rights plan, also known as a poison pill, after investment firm BBRC International purchased a substantial amount of Victoria's Secret stock. However, Super remains bullish on Pink, noting that the brand has "an incredible amount of runway."
The collection will be available next week on both websites, in all LoveShackFancy and Pink stores, and at select global Pink locations. Whether you're a fan of LoveShackFancy's romantic aesthetic or Victoria's Secret Pink's nostalgic pieces, this collection promises to deliver a modern, feminine fashion style that appeals to the Gen Z demographic.
- In the realm of fashion and beauty, the fusion of Victoria's Secret Pink and LoveShackFancy refers to a strategic business move to cater to a younger demographic.
- Ai, specifically in marketing, is likely to be employed when promoting the unique collaboration between Victoria's Secret Pink and LoveShackFancy, targeting Gen Z consumers.
- With the rise of e-commerce, the limited-edition collection will be accessible not only in physical stores but also in the digital space, covering both fashion-and-beauty and lifestyle sectors.
- Cybersecurity measures may be necessary to ensure smooth transactions and customer data protection when the collection goes up for sale online.
