Victoria's Secret Collaborates with Designer Rui Zhou for First China Collection

Victoria's Secret & Co. is set to make a groundbreaking move in the Chinese market by launching a collection in collaboration with Chinese designer Rui Zhou and her gender-fluid fashion label Rui-Built. This marks the lingerie and beauty company's first-ever partnership in China.

The brand recently provided a sneak peek of the collection through a short video, showcasing the creative process and the campaign shoot featuring Victoria's Secret Angel He Sui, alongside two other Chinese models.

The collection aims to celebrate the natural body shape of the wearer and inspire confidence, combining Zhou's signature cutout motif with Victoria's Secret's iconic designs, including slipdresses, marshmallow padding bras, and intricate lace detailing.

In the video, Rui expressed her belief that fashion is a powerful medium to showcase the beauty and power of the human body, and collaborating with Victoria's Secret takes this expression to new heights. She also highlighted the unique appeal of loungewear in Victoria's Secret's assortment, describing it as a versatile product that effortlessly transitions between casual and formal, embodying both intimacy and boldness. Zhou's favorite piece from the collection is the color clashing lace slipdress, which adds a touch of romance to the captivating contrast.

As part of the collaboration, Zhou designed an oversize T-shirt featuring the embroidered slogan "Dare to say love" on the front. The brand spokesperson explained that they want Victoria's Secret and Rui-Built fans to bravely express love wherever they are.

The collection, which embraces the theme of the slogan, will include cardigans, T-shirts, pajama sets, slips, and bras in vibrant hues, as well as Victoria's Secret's classic pink and black colorways. The collection will be available in Victoria's Secret retail outlets, its Chinese official website, and its official Tmall and JD.com stores starting July 25.

Victoria's Secret's collaboration with Rui Zhou, known for her body-conscious knitwear, is part of the company's ambitious strategy to remain relevant and regain its position as a leading global lingerie retailer. With the rise of local brands tailored to the Asian market and agile e-commerce strategies, Victoria's Secret is adapting its retail plan in China, working with lingerie manufacturer Regina Miracle International (Holdings) Ltd. The company has plans to open 100 new stores in China, featuring a smaller format.

Recently, Victoria's Secret closed its flagship store at Beijing's WF Central, a luxury shopping mall near the Forbidden City, as it continues to refine its retail presence in the Chinese market.