Inside Victoria’s Secret’s first Chinese collaboration, with Rui Zhou: the lingerie fashion giant teamed up with the LVMH award winner’s genderfluid label Rui-Built to create a bold new collection

Jul 19 , 2023

Victoria’s Secret x Rui-Built is the lingerie giant’s first-ever partnership in China. Photos: Handout

Victoria’s Secret picked LVMH Karl Lagerfeld 2021 award winner Rui Zhou’s gender-neutral, body-positive fashion label Rui-Built to collab with in its first-ever partnership in China

The collection drops on July 25 at retail stores across the country as well as its Chinese website, JD.com and Tmall, featuring bold pieces like cut-out mesh, lace slips, and more

In a groundbreaking move, Victoria’s Secret has partnered with renowned Chinese fashion designer and LVMH Karl Lagerfeld 2021 award winner Rui Zhou’s gender-neutral and body-positive label Rui-Built.

Victoria’s Secret has partnered up with Chinese designer Rui Zhou’s gender-fluid label Rui Built for its exclusive collection in China.

Given that the trailblazing creative is known for championing progressive sexuality, the collaboration is designed to bring the innovative and avant-garde to Chinese consumers.

Pink and black pieces from the new collection, Victoria’s Secret x Rui Built.

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.

Chinese designer Rui Zhou is collaborating with Victoria’s Secret on a lingerie line.

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.

Victoria’s Secret x Rui Built campaign features Chinese model He Sui.

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”.