Website Copy for Victoria’s Secret Swim, Spring 2021
The project: Considering the Victoria’s Secret swim relaunch of 2014 was one of my first-ever major freelancing gigs, it warmed my heart to work on the re-relaunch of swim in 2020 and 2021. Or maybe the sunny poolside campaign imagery had something to do with it…?
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 some screenshots of the campaign language I collaborated with the team on for the swim relaunch of 2020/2021. See all of my work for Victoria’s Secret here and all of my website copy here.
Hint: Need a closer view at the text? Right click to open any image in a new tab.
Note: Image glitches occurred while screen-capturing some layouts because images were gif-ing.
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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