championing the
female gaze.

When you think about VS, in most cases, you are going to be picturing a fully different side of the business than I worked on. The CMO ran his own campaigns & The Fashion Show based in the male gaze. The other side of the house, Direct, which encompassed Digital & Print, I served as Creative Director, then AVP Creative Marketing, then VP Creative Marking.

Reporting to the CEO I oversaw the concept and approach of a fully different and customer led projection— It’s position and deeply connected authentic POV was based in the female gaze. This section shows you the differences in these projections and approaches.

I’m proud to VS adapted this approach to the full business in their rebrand.