Victoria’s Secret, the lingerie giant, is a brand synonymous with glamour, aspiration, and a very specific, often criticized, ideal of female beauty. For decades, it dominated the intimate apparel market, shaping perceptions of what was considered “sexy” and influencing trends in lingerie design. However, the brand has experienced a significant decline in recent years, facing mounting pressure to evolve and embrace more inclusive and diverse representations of women. The origins of Victoria’s Secret are relatively humble. Roy Raymond, the founder, felt uncomfortable purchasing lingerie for his wife in department stores and envisioned a more approachable and inviting retail environment for men. In 1977, he opened the first Victoria’s Secret store in Palo Alto, California, creating a boudoir-like atmosphere with soft lighting, silks, and knowledgeable sales associates. The concept was initially successful, catering to a perceived need for a less intimidating lingerie shopping experience. Limited Brands, now L Brands, acquired Victoria’s Secret in 1982 and, under the leadership of Les Wexner, transformed it into the powerhouse brand it became. Wexner’s vision focused on creating a lifestyle brand that celebrated the “fantasy” of lingerie, emphasizing beauty, confidence, and empowerment (albeit a very narrowly defined version). The brand’s signature aesthetic revolved around elaborate lingerie sets, push-up bras, and the iconic “Angels,” models known for their long legs, toned physiques, and flowing hair. The Victoria’s Secret Fashion Show, launched in 1995, became a cultural phenomenon, drawing millions of viewers annually. The show was a spectacle of extravagant costumes, celebrity performances, and, of course, the Angels strutting down the runway. It solidified Victoria’s Secret’s image as the ultimate symbol of sex appeal and aspiration. However, the very factors that contributed to Victoria’s Secret’s initial success ultimately led to its downfall. As societal attitudes towards body image and inclusivity shifted, the brand’s narrow definition of beauty began to feel increasingly outdated and out of touch. Critics pointed to the lack of diversity among the Angels, the emphasis on unrealistic body standards, and the brand’s perceived objectification of women. Furthermore, controversies surrounding the brand’s leadership, particularly Les Wexner’s association with Jeffrey Epstein, damaged its reputation. Sales declined, stores closed, and the once-celebrated Fashion Show was canceled in 2019. Recognizing the need for change, Victoria’s Secret has embarked on a rebranding effort, aiming to be more inclusive and empowering to all women. They’ve introduced new brand ambassadors who represent a wider range of body types, ethnicities, and backgrounds. They’ve also focused on promoting body positivity and celebrating women’s individuality. Whether these efforts will be enough to revive the brand remains to be seen. The lingerie market has become increasingly competitive, with new brands emerging that prioritize inclusivity and comfort. Victoria’s Secret faces the challenge of proving that it can genuinely evolve and resonate with a new generation of consumers who demand more than just a fantasy. The future of Victoria’s Secret hinges on its ability to shed its outdated image and embrace a more authentic and inclusive vision of womanhood.
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