Victoria’s Secret is launching its first online-only tween brand with a metaverse activation to promote the new label. The digital-only brand, Happy Nation, is geared toward eight-13-year-olds, featuring size-inclusive and gender-free fashion along with sweats, swimwear, bras, undies, and body care products. To promote the brand, Victoria’s Secret will reportedly host a play-to-donate event on a gaming platform this summer to appeal to young gamers in the metaverse. Happy Nation signals how the intimates brand continues to rewrite past mistakes when it comes to representation of diverse body sizes, race / ethnicities, etc. as it becomes more inclusive for a new generation. YPulse’s Representation in Action trend research found that 83% of Gen Z and Millennials say older brands can adapt to become better at representation. (Chain Store Age, AdAge)
