Since its founding in 1977, Victoria’s Secret has been synonymous with lingerie, luxury, and a bold approach to fashion. Known for its iconic runway shows, groundbreaking advertising, and wide range of products, Victoria’s Secret has had a significant impact on the fashion and beauty industries. However, recent years have seen the brand undergo changes, reshaping its image to stay relevant in a changing world. Here’s a look at the history, transformation, and future of Victoria’s Secret.
The Birth of an Iconic Brand
Victoria’s Secret was founded by Roy Raymond, who sought to create a lingerie store that catered to both men and women. Dissatisfied with the limited, often uncomfortable lingerie shopping experience available at the time, Raymond envisioned a store where men and women alike could comfortably browse elegant, sophisticated options. The first store opened in San Francisco, and the brand quickly gained popularity.
By the early 1980s, the company was acquired by Leslie Wexner, founder of L Brands, who transformed Victoria’s Secret from a small lingerie store into an international brand. Under Wexner’s leadership, Victoria’s Secret introduced catalogs, created a sensual image through marketing, and expanded its reach globally, eventually becoming a multibillion-dollar empire and the world’s largest lingerie retailer.
The Victoria’s Secret Fashion Show: A Cultural Phenomenon
One of the elements that propelled Victoria’s Secret to global fame was the annual Victoria’s Secret Fashion Show. Launched in 1995, the show became a major cultural event, known for its dazzling blend of fashion, celebrity appearances, and high-profile performances. Supermodels like Heidi Klum, Tyra Banks, Adriana Lima, and Gisele Bündchen became global icons, referred to as “Angels” as they walked the runway wearing the brand’s signature lingerie with extravagant wings and costumes.
The Victoria’s Secret Fashion Show brought high fashion to mainstream audiences and helped define beauty standards for an entire generation. However, as societal perceptions shifted, criticism mounted over the lack of diversity and inclusivity in the brand’s shows and campaigns, prompting Victoria’s Secret to reassess its approach to marketing and inclusivity.
Adapting to Changing Times: A Shift Toward Inclusivity
In recent years, Victoria’s Secret has faced pressure to adapt to changing societal views on beauty and representation. With an increasing demand for body positivity and inclusivity in fashion, many began to question whether Victoria’s Secret’s idealized, narrow beauty standards still resonated with modern consumers. Competitors like Aerie and Savage X Fenty led by example, embracing models of all shapes, sizes, and backgrounds in their campaigns.
In response, Victoria’s Secret announced a series of changes to transform the brand image and resonate with a wider audience. In 2019, the brand canceled the iconic fashion show, focusing instead on rebranding efforts that included more diverse body types and personalities. The Victoria’s Secret Collective was launched, a group of brand ambassadors who represent a variety of backgrounds, achievements, and body types. The Collective includes accomplished women such as soccer star Megan Rapinoe, trans model Valentina Sampaio, and Indian actor Priyanka Chopra Jonas, reflecting the brand’s new commitment to empowerment and inclusivity.
Victoria’s Secret Beyond Lingerie
Victoria’s Secret has successfully diversified its offerings, expanding beyond lingerie to include fragrances, activewear, swimwear, loungewear, and beauty products. The Victoria’s Secret Pink line, launched in 2004, was created to appeal to a younger demographic, offering casual clothing, sports bras, and loungewear in a playful and approachable style. Pink has grown into a brand of its own, particularly popular among teens and college-age consumers, with a focus on comfort and self-expression.
Fragrances and beauty products have also become key parts of Victoria’s Secret’s brand. Scents like “Bombshell” and “Tease” have achieved cult status, offering customers the chance to enjoy the brand’s allure beyond the lingerie line. The expansion into activewear and lounge collections has allowed Victoria’s Secret to stay competitive, appealing to consumers who want versatile, comfortable, and stylish options for everyday wear.
Embracing Sustainable Practices
As sustainability becomes a growing concern for many consumers, Victoria’s Secret has taken steps to embrace more eco-friendly practices. The brand has made commitments to using sustainably sourced materials and reducing its environmental footprint. Initiatives such as reducing water use in fabric production and improving supply chain transparency are part of a larger commitment to responsible production.
Victoria’s Secret has also pledged to improve transparency in sourcing and ensure fair labor practices across its supply chain. These changes are a response to the fashion industry’s evolving standards and the brand’s dedication to meeting its customers’ expectations for ethical and sustainable practices.
The Future of Victoria’s Secret
Victoria’s Secret is continuing to reinvent itself for a new generation. The brand’s rebranding efforts, emphasis on inclusivity, and commitment to sustainable practices signal a move toward a more conscious and authentic identity. While the brand has faced challenges in recent years, these changes represent a turning point as Victoria’s Secret embraces a broader, more diverse definition of beauty and empowerment.
By aligning itself with the values of today’s consumers, Victoria’s Secret hopes to remain a relevant and cherished brand for years to come. The company is positioning itself as a leader in the lingerie and beauty space, driven by its new focus on inclusivity, diversity, and sustainability.
Related Links
- Official Victoria’s Secret Website
- History and Evolution of the Victoria’s Secret Fashion Show
- Guide to Body-Positive Brands in Fashion
Conclusion
Victoria’s Secret has always been a brand that stands out, and it continues to evolve in response to a changing world. By redefining beauty standards, embracing diversity, and focusing on sustainability, the brand is poised to make a significant impact on future generations. Whether it’s through elegant lingerie, empowering campaigns, or eco-friendly practices, Victoria’s Secret is writing a new chapter in its legacy of fashion and innovation, with a renewed commitment to empowering every woman.
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