Victoria’s Secret Introduces Digital-Only Tween Brand Happy Nation

Victoria Secret Introduce Digital Only Tween Brand Happy Nation
Photo courtesy of Happy Nation

Victoria’s Secret & Co. (VS&Co.) has introduced the Happy Nation digital only brand for tweens. The size-inclusive, gender-free product line serves ages 8 to 13 through a collection of sweats, swimwear, bras, underwear and family-friendly body care.

Happy Nation will rely only on digital and social engagement to reach its customers, activating within the metaverse through a popular gaming platform this summer. There are no plans to expand Happy Nation into a brick-and-mortar retail model.

The Happy Nation launch occurred during a time when VS&Co. continues its transformation from an intimates brand known for its sultry advertising into a label that is focused on meeting the needs of its core customer. With its launch campaign, Happy Nation set out to create an environment that is safe, inclusive and supportive of all tweens. The brand reported that many of the associates who contributed to the development of the label are parents of the target tween demographic.

“This is a new demographic for us, so we’ll be continually gathering feedback as more people get to know Happy Nation,” said Susan Anderson, VP of Creative at Happy Nation in a statement. “We want to make sure we’re engaging in ways that feel authentic to and resonate with our Happy Crew, such as our upcoming metaverse integration and presence on one of the most popular youth gaming platforms. Entering the metaverse is such a natural extension for this brand — I’m thrilled to be a part of a ‘first’ for this company.”


Happy Nation was launched under three core values:

  • Giving to others through philanthropic partnerships aimed at encouraging tweens to do good through their daily interests;
  • Cultivating a judgement-free community that allows tweens to find support and acceptance; and
  • Offering sustainable products that are eco-friendlier for the planet.

“We heard from tweens and their parents that they felt like there isn’t an apparel or beauty brand that celebrates and lends a helping hand in their personal evolution,” said Claudine Rankin, General Manager at Happy Nation in a statement. “The tween years can be a time of immense change and challenges yet excitement for both tweens and their parents, and we hope Happy Nation can provide the authenticity that younger generations crave, while offering comfy clothing and body care products that kids and their parents can feel good about.”

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