Victoria’s Secret & Co. has launched a new brand for “tweens” between the ages of eight and thirteen. The range of the brand, called Happy Nation, includes gender-neutral underwear and swimwear, basics for everyday life and body care products, the US fashion company wrote in a statement on Tuesday.
According to Victoria’s Secret & Co., Happy Nations fosters “a non-judgmental community that supports and accepts tweens through some of the most important years of their lives.” Sizes range from small to extra-large, with options in between, making the brand a ” Milestone” for the company’s efforts to listen more closely to consumer needs and opinions.
“We’ve heard from tweens and their parents that they feel like there isn’t a clothing or cosmetics brand that celebrates and supports their personal development,” said Claudine Rankin, general manager at Happy Nation, which oversees Happy Nation’s brand development directed.
Prices range from $13 for shorts to $40 for hoodies. The online store currently only ships in the US, with no plans for retail stores as the brand will “engage with customers on the platforms they use most”. That’s another reason why Happy Nation will be active in the Metaverse in summer 2022 – on a gaming platform for young people.