Instagram Content for For Love & Lemons x VS, Winter 2020
The project: Victoria’s Secret has partnered with some exciting third party brands over the years, but one of their most anticipated launches was a collection dubbed For Love & Leisure, a For Love & Lemons athleisure capsule. The clothes were perfect for the era with so many adopting workout-from-home routines and prioritizing cozy outfits.
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 screenshots of the live Instagram Stories published during the launch. I collaborated with the social team to create fun, active-inspired messaging that also leaned into leisure. See all of my work for Victoria’s Secret here and all of my social copy here.
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☕️ 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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