Boldly Expressing Love through an Immersive Online and Offline Experience
On July 25, Victoria’s Secret, in partnership with designer Rui Zhou, launched its first-ever collaboration with a Chinese designer—Victoria’s Secret x RUI. This co-created collection was brought to life in conjunction with LABELHOOD Leihu, China’s leading local fashion platform, centered around the theme “DARE to say, love.”
The collection aims to encourage individuals to bravely reveal their beauty and express their love through its designs. To promote the collection, Victoria’s Secret hosted a time-limited experience event at LABELHOOD BOX in Shanghai. The first floor housed an interactive creative space where conspicuous microphones served as a physical embodiment of “DARE to say, love.” On the second floor, visitors were treated to films documenting Rui Zhou’s creative process and the inspiration behind the collaborative series.
Besides the temporary experience store, an interactive installation titled “DARE to say love” will be exhibited at Victoria’s Secret Shanghai Lippo flagship store from July 28 to August 6.
The new Victoria’s Secret x RUI collection is available at Victoria’s Secret offline stores and has concurrently launched online sales on Victoria’s Secret China’s official website, Tmall flagship store, and JD.com flagship store.
