Mayur Vansia Talks Creativity

16 October 2024

The Director of Innovation at Victoria’s Secret has a successful career spanning over three decades. He holds several patents and is also the 2024 Femmy Honoree receiving the Visionary Award. We took the opportunity to ask him about creativity and innov

What drives the creative process in a company?
We have a robust team that constantly feeds us information about customer needs, market demands, and fashion trends. With the help of our talented design team, we create the most comfortable and beautiful products.

What factors does a Director of Innovation need to take into consideration overall?
Is this what the customer needs, or am I just pursuing this product development because it uses new technology that I want to explore for personal satisfaction?

How do you keep up with trends in the field?
Constantly traveling around the world, shopping, attending various expos, and listening to and learning from experts.

How important is detail compared to the macro vision in innovation?
In the innovation process, we make substantial investments. Any small mistake can result in significant losses of both money and time.

What are your timeless sources of inspiration?
Continuous education and reading numerous research papers from universities around the world.

In this day and age, how quickly does an idea become obsolete?
In one season (less than 6 months) if customers reject it. However, our successful products stay relevant for at least five years.

How much will AI impact creativity? What are the pros and cons in this respect?
AI, as with all new technology, presents endless opportunities to new growth and innovation. It has the potential to eliminate more menial tasks and enable creatives to focus more on innovating and making a positive impact.

What role, if any, does ethics play in the creative process?
Ethics play a very important role from product creation to the final product in the store and in our workplace.

What type of products best reflect today’s society?
Products made from sustainable raw materials.

Would you say generally we are more or less creative than in the past?
We are more creative now because the new generation is smart and creative. They may use different tools and different ways of communication, but that doesn't mean they are less creative.