The era of "fantasy bra" with precious stones from Vistoria's Secret finally waved feathers. The brand focused on more inclusive products and introduced a collection of comfortable shapewear. It includes bodysuits and bustiers for large breasts, corsets that line the abdomen, and high-waisted panties that support the buttocks. All neutral colors: black and flesh. Sizes from S to XL. However, representatives of the company clarify that if buyers evaluate the test category of clothing, there will be more options.
The capsule was developed in collaboration with the designers of the Colombian brand Leonisa. The company has been producing underwear and swimwear for different body types for over 60 years. Including corrective, postpartum and postoperative. For the new line, South American technologists used a patented "smart fabric". It smooths out unevenness in the skin and folds under the clothes.
For now, the models can only be purchased on the Victoria's Secret website. The cost is from 1550 to 5550 rubles. Things will appear in offline stores if the number of orders exceeds the required threshold.
The launch of such a non-standard collection for the brand is part of a repositioning campaign designed to save the sinking ship. Since 2017, the sales of the concern, which opened the world to Candice Swanepoel, Doutzen Cruz, Alessandro Ambrosio and Isabelle Gular, have been falling rapidly. This is due to several scandals and the trend towards body positivity. At first, the director of marketing for the brand, Ed Razek, said that transgender and plus size models are unlikely to ever participate in the brand's shows. “We have different standards,” he explained. And the very next day he regretted it. Many offended customers of the company refused to buy from the retailer. Then the research organization Goldman Sachs published the paradoxical results of the survey. Victoria's Secret has been named their favorite underwear brand by the millennial generation. However, most of the girls admittedthat they rarely order something there, preferring more comfortable things.
The underwear giant plunged 55%. Had to close more than 20 stores and abandon the annual show. The one that was adored all over the world, the one where supermodels walked the catwalk in tiny bikinis, with butterfly wings and feathers.
A year after a scandalous interview with a top manager, the brand signed a contract with transgender fashion model and actress Valentina Sampaio and plus-size model Ali Tate Cutler.
Given that the fashion for body positivity is increasingly taking over the planet, and sales of shapewear are growing every month, Victoria's Secret is very much counting on the success of the collection.
