Victoria’s Secret introduces genderless, size-inclusive tween brand Happy Nation

(NEW YORK) — After undergoing a major brand revamp, Victoria’s Secret has continued to roll out new, inclusive launches including it’s recent venture: Happy Nation.

The lingerie retailer announced the new brand on Tuesday and revealed that it is a fully digital brand for tweens ages 8-13.

This new release includes a large assortment of genderless, size-inclusive undergarments, swimwear, apparel and body care.

Happy Nation was inspired and developed by a mix of the company’s internal leaders, many of which are parents to tweens, as well as external experts who had an aim to ensure everything from its creative to photography and social media communications foster a safe, inclusive and supportive environment.

Throughout the lineup of items, shoppers will notice standard sizing ranging from S – XL to extended sizes that include SM+ – XL+.

“We heard from tweens and their parents that they felt like there isn’t an apparel or beauty brand that celebrates and lends a helping hand in their personal evolution,” said Claudine Rankin, GM at Happy Nation, in a statement. “As a mother, I feel a deep responsibility to be intentional about every decision behind this brand. The tween years can be a time of immense change and challenges yet excitement for both tweens and their parents, and we hope Happy Nation can provide the authenticity that younger generations crave, while offering comfy clothing and body care products that kids and their parents can feel good about.”

There are currently no plans to bring the kid-friendly brand to physical retail stores, but the brand does plan to engage with those interested on its social media platforms. There are also plans to activate in the metaverse — which is a first for any of Victoria’s Secret & Co.’s brands.

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