A new platform. A new point of view.
Victoria’s Secret had a bold idea, a new sub-brand that would shine a spotlight on emerging designers, celebrating their stories alongside their products. This wasn’t just another collection; it was a curated platform built to champion diverse voices and fresh talent. The brief was clear: this brand needed to feel different from the rest of the VS portfolio, with the strength and flexibility to eventually stand on its own. We partnered with the VS team to shape the name, craft the visual identity, and design a modern, modular website system that could flex across seasonal launches and future brand moments, ensuring VS&Co-Lab always felt fresh, relevant, and ready for what’s next.
A flexible system was designed that could shift and adapt with each product launch, giving space for every designer and collection to shine in their own right. The platform was built to be responsive not just technically, but creatively, tailoring colour, layout, and messaging to fit the story of each featured brand while staying true to the overarching VS&Co-Lab identity.
A flexible system was designed that could shift and adapt with each product launch, giving space for every designer and collection to shine in their own right. The platform was built to be responsive not just technically, but creatively, tailoring colour, layout, and messaging to fit the story of each featured brand while staying true to the overarching VS&Co-Lab identity.
Products took centre stage with clean, bold product detail pages that paired strong editorial photography with intuitive layouts. Imagery was used to full effect, celebrating form, detail, and expression, while the design gave space for storytelling, ensuring every item felt aspirational, elevated, and shop-ready.
Beyond the core identity and website, we worked closely with the Victoria’s Secret team to bring the brand to life across marketing touchpoints. From social post templates to campaign mockups, we helped visualise how VS&Co-Lab could show up in the world - confident, cohesive, and always spotlighting the designers at the heart of it.
Every concept comes from somewhere. After research, stakeholder interviews, competitor as well as competitive research, we dive in to brainstorm. After exploration, great ideas move forward, this stage of a project is so exciting and rewarding.
Take a look at some of the other concepts created.
"What I appreciate and admire about Alex is his ability to truly listen to what the client is looking for - both what is said and unsaid - and to ensure that the end product meets both business and creative objectives. Additionally, Alex’s excellent people leadership was very evident throughout our project; after setting the overarching vision for the platform, he leaned in where he was needed but was intentional about allowing his team to shine and creating an environment where all voices were welcome and valued."
