Vanity Fair Lingerie Unveils Bold Brand Evolution with M+C Saatchi Consulting Partnership

Apr. 16, 2025

Vanity Fair Lingerie®, one of America’s original intimate apparel brands, has partnered with M+C Saatchi Consulting to evolve the brand and disrupt the category. With a new brand positioning and visual identity, Vanity Fair Lingerie is re-emerging in a bold, ownable, and uniquely differentiated way.

Faced with growing competition in an increasingly crowded market, Vanity Fair Lingerie partnered with M+C Saatchi Consulting to refocus the brand around the modern woman’s everyday moments. Centered on her vibrant full life, Vanity Fair Lingerie remains her timeless, effortless, and trusted go-to. A refreshed visual identity, bespoke photography, and elevated packaging illustrate the transition – rooted in Vanity Fair Lingerie’s heritage, reimagined for today.

Ann Usinger, Senior Director of Marketing at Vanity Fair Lingerie said:

“With a legacy spanning over 100 years, our brand has consistently led the way in designing innovative lingerie that supports women. We needed a brand evolution that creates unique ownership and defines the next chapter in the Vanity Fair Lingerie story."

 

Amanda Skudlarek, Executive Creative Director, M+C Saatchi Consulting said:

“We’re so proud of our partnership and thrilled to see Vanity Fair Lingerie evolve their position as an icon of quality and timelessness, reconnecting with the modern, aspirational woman. We are inviting women to empower the possibilities of each day through intimates inspired by her, so she can shine in any occasion.” 

 

Vanity Fair Lingerie is debuting their evolved positioning and brand expression this spring across owned channels and will continue introducing at U.S. retailers through 2026.