Instagram Content for Victoria’s Secret, Holiday 2020
The project: During an era of BIG uncertainty and loungewear-as-daywear, it was a blast working with Victoria’s Secret on some fun, festive social content to celebrate their holiday 2020 offerings. There was no better time for me to write about rhinestones, pajama tops as eveningwear, or playing in the snow in one’s underwear!
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 samples of the Instagram posts and stories I collaborated with the team on for holiday. 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.
Instagram Posts:
Instagram Stories:
Note: The below screenshots were from fun “day in the life”-style series featuring some of the VS Angels. Some stories were shoppable, and others just cute behind the scenes moments like baking and sharing holiday traditions. It was one of my favorite IGS projects! Here are a few of those moments…
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.
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