See inside VictoriasSecret's new gender-inclusive brand for tweens.
There’s also tie-dye prints, pastels, mute hues and bright colors in sizes small“As
a mom of tweens, we knew that it was important that the projection would capture happy, moody, sassy. All the emotions that tweens naturally have,” said Susan Anderson, vice president of creative at Happy Nation. “You really see that come through on the site. We felt it was important that tweens could always see themselves in this brand and that it was really inclusive. It’s all very inclusive and clean and simple and easy to navigate the site.
“And it has super cute names like ‘Happy Body Wash,’ ‘Happy Lotion,’ ‘Happy Lip Balm,’” Rankin said. “We’ll also offer period panties and period packs and firstand bra packs and developing bras and period leggings and try to enable those moments in a tween’s life to make it a little smoother and easier for parents to talk about it. We’re creating clothes and experiences for tweens to stay comfy, just as they are.” Happy Nation describes itself as an “inclusive and gender-free” brand.
Happy Nation is part of Victoria’s Secret & Co.’s latest transformation efforts. The retailer began updating its look in 2018 to curb declining revenues, which were sparked by changing consumer preferences, the #MeToo movement and backlash over Victoria’s Secret’s unattainable beauty standards. These days, Victoria’s Secret looks like a whole different company, with a diverse lineup of models , a reshuffling of the board, new additions to the assortment — such as maternity bras and
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