Victoria’s Secret’s first-ever partnership in China marks a significant milestone for the lingerie and beauty giant. It should prove a sure-fire way to win over the Chinese Gen Z market.

The creative collaboration was also produced in partnership with the Chinese emerging fashion cultural hub and local design incubator Labelhood.

Shanghai-based, Hunan-born Zhou is one of the industry’s most daring designers of the moment, with her inclusive model casting as well as sexually empowering and overt, self-expressive pieces – which the open-minded and digitally savvy Gen Z loves.

The brand recently provided a sneak peek in the form of a short online vide, which shows the creative process behind the collection along with its campaign shoot. The campaign features He Sui, who has walked in eight consecutive Victoria’s Secret fashion shows, including back when it still called its models “Angels”.

In the video, Zhou said: “Fashion is a powerful tool to highlight the beauty and strength of the human form. My collaboration with Victoria’s Secret elevates this vision to unparalleled levels.”

She further spoke about her vision for the collection’s loungewear and its ability to transition from casual to formal while embracing intimacy and boldness.

Zhou’s signature cut-out mesh elements are instantly recognisable alongside Victoria’s Secret iconic designs, consisting of knit cardigans, lace slips, PJs, marshmallow padding bras and loungewear.

Zhou also designed an oversized tee featuring the embroidered slogan “dare to say love.”

The Victoria’s Secret x Rui-Built collaborative collection seeks to celebrate “the natural body shape” and instil confidence in all its wearers.

Victoria’s Secret x Rui-Built collection will be available at Victoria’s Secret retail stores across China, the brand’s Chinese website and its official partners Tmall and JD.com on July 25.