Victoria's Secret: Collaborations or Running Out of Ideas?
We all know and love the Very Sexy Plunging Push-Up Bra from Victoria’s Secret, but now, they seem to be going in several different directions by collaborating with brands you can’t even imagine VS working with because their aesthetics and brand identity are completely different.
Victoria Secret has been around for ages and we all have an idea of what the brand represents and what they sell. The brand started in the 70s by Roy and Gaye Raymond. After over 40 years, the brand has come a long way showcasing many new lingerie styles in their annual Victoria Secret Fashion Show. However, they recently started working with brands like Bluebella and For Love & Lemons, which to me are two brands that specialize in alluring, dainty designs. Whereas, Victoria Secret is where you get the more risque and sexier lingerie pieces.
via Victoria’s Secret
On September 20, 2019, Victoria Secret introduced their new collaboration with Los Angeles-based fashion label For Love & Lemons. If there is anything to know about the brand FLL, it is that it was started by two best friends, Laura Hall and Gillian Rose Kern who started their business as a lemonade stand in the 90s, and that inspired them to name their business For Love and Lemons. Femininity, individuality and confidence is what describes all the pieces in the FLL collections. Their pieces include colorful floral embroidery, and lace sets that are just timeless. For Love & Lemons has established their name in the fashion industry for the last couple of years so things can only go up from here. However, is Victoria Secret struggling to stay afloat with these competing brands? Is that why they felt the need for a collaboration? I mean, For Love & Lemons’ target audience seem to be adolescents and early 20s to mid-20s. They specialize in bralettes and rarely have any bras with a push-up support. So why FLL, Victoria Secret?
On October 11th, 2019, Victoria Secret launched their collaboration with Bluebella. Now, Bluebella is a brand that encourages all body types. “We believe in beauty and integrity of every person,” says the UK-based brand. The brand is known for having lingerie for plus-sized women, and have campaigns that feature transgender models. Now was that ever the case for VS? No. Victoria Secret has been the most well-known lingerie companies in the world and for the longest time was known for their impossibly sculpted, perfect-sized chest and butt supermodels. Now they’re launching campaigns with Bluebella, who supports plus-sized women and transgender models.
Shop Bluebella for VS here.
Shop For Love and Lemons for VS here.
Both of these brands are taking off in the industry, also specializing in swimwear, pajamas and accessories. So, is Victoria Secret scared that a great amount of their business will be in trouble because of these brands on the market? Quite possibly. Their way of protecting their company and name? Well, collaborating of course. Way to play it safe, VS.
cover image via First Quarter Finance