Brand

Victoria’s Secret Taps Influencer Agency HelloFranses! To Lead UGC Strategy For Summer Campaign

Published on July 23, 2025

Victoria’s Secret has appointed newly launched influencer agency HelloFranses! to spearhead user-generated content (UGC) strategy for its upcoming t-shirt bra campaign. The lingerie retailer has moved this work from in-house to the external agency as part of its broader strategy to connect with younger consumers.

HelloFranses!, a creator-first consultancy backed by W Communications, will manage creator strategy, sourcing, and content execution for the summer campaign. The London-based agency combines “cultural intelligence, creative edge, commercial strategy and proprietary technology” according to company materials.

The partnership comes as Victoria’s Secret continues pushing its brand toward inclusivity, body positivity, social responsibility and digital storytelling driven by real customers. This aligns with statements made by CEO Hillary Super last December about the company’s intensified focus on Gen Z consumers.

“Victoria’s Secret and Pink can and should not only be in the cultural conversation, but also creating cultural moments through products and marketing,” Super stated in the company’s Q3 earnings call, where the retailer reported its strongest quarterly sales growth in three years with a 6.5% year-over-year increase.

Broader Cultural Strategy

The t-shirt bra campaign represents Victoria’s Secret’s latest effort to engage what Super described as “an entirely new generation of young women.” The UGC approach complements the company’s return to high-profile marketing initiatives, including the revival of its fashion show last October.

HelloFranses!, which counts brands like LVMH’s Hublot and PATRÓN among its clients, employs a “creator-first” approach that addresses “both sides of the influencer equation: brand success and creator wellbeing” through its Giveback initiative.

The agency, currently expanding with planned offices in Abu Dhabi and Singapore, will apply its expertise to help Victoria’s Secret connect with the Gen Z demographic that Super identified as crucial to the brand’s growth strategy.