Instagram Content for the Victoria’s Secret Fashion Show, Holiday 2018
The project: The 2018 Victoria’s Secret Fashion Show was undoubtedly epic (for real, watch it here!), from the shimmering outfits to the massive wings and much-anticipated musical guests. It was made even more special because Adriana Lima had announced her retirement from the VS Angels. She would be taking to the runway for the last time.
I had the privilege of writing a large potion of the show’s digital marketing copy in collaboration with the amazing VS copy team. I also wrote several IG posts bidding Adriana Lima farewell—a special treat for me as she was plastered on my walls when I was 14 years old!
The brand: You know ’em whether you love ’em or not. Victoria’s Secret is a globally recognizable brand that has seen some major shifts over the past few years. I’ve been working with them on cross-channel copy since 2014. It has been exciting to see them evolve into a more future-minded, human-centric company with epic community initiatives.
The copy: Below are a few samples of the VS Fashion Show posts I wrote for Instagram in collaboration with the copy team. See all of my work for Victoria’s Secret here and all of my social copy here.
Hint: Need a closer view at the text? Right click to open any image in a new tab.
Interested in working together? Visit this page to learn how we can collaborate on fashion and lifestyle copy.
☕️ About the fashion copywriter: Michelle C. Larsen is a senior-level fashion and lifestyle copywriter based in New York. She specializes in refreshingly human language for cross-channel digital experiences, helping e-commerce brands write relatable, revenue-driving copy—from rosy product descriptions to punchy subject lines. Michelle is currently celebrating 15 years of writing copy for inspiring brands, big and small.
Looking for something specific? Browse all of Michelle C. Larsen’s portfolio categories: