In 1970, the iconic brand, Victoria’s Secret, began the process of changing the face of the industry, creating the first female-only, no-frills lingerie brand.
It was the beginning of a revolution, and it’s one that has never been repeated.
As a result, Victoria now has a reputation as the ultimate in female fashion, with its products that are as sleek and modern as a designer’s wardrobe, yet not as limited as a lingerie designer’s.
“You look at Victoria’s current look, and they’re the ones who can actually do it,” said Stephanie McCall, founder and CEO of the lingerie retailer, Stylist.
“It’s like wearing your favorite high-end perfume and not really looking at what the perfume smells like, because they have the same formula.”
For a decade, the brand has been at the forefront of the women’s lingerie industry, with many of its most popular products being available only in men’s stores.
But as the company continues to grow, the company is working on expanding its product line beyond the two categories of lingerie.
For example, it’s launching the newest collection, “The Art of Fashion.”
The new collection features a collection of clothing designed to complement the look of women’s bodies and the curves that define them, from bikinis to crop tops, heels, and skirts.
“The idea is to give you a little bit more freedom in the look,” McCall said.
“A little bit of everything.”
With the launch of the new collection, Victoria is trying to capitalize on the demand for its products, which include new lingerie styles, plus an exclusive, limited edition line of underwear.
For women in the industry who wear the most revealing clothing, this new collection could be a good way to do just that.
“They’re making lingerie that is the most comfortable and flattering to you,” said Styleris co-founder, Victoria Minkoff.
“They’re also giving you a lot of different options to customize your lingerie with a variety of colors and styles.”
For Victoria, this is an important shift for the brand.
“The concept is that the women in this industry are a little more self-conscious than the men, so we’re trying to offer something for that,” Minko said.
The brand is not only creating products that cater to the needs of women, but also to help them to be more comfortable in their bodies.
For the past several years, Victoria has worked to increase its workforce, which has helped it increase sales by 30 percent over the past year.
“We’re seeing women grow out of their body shame, and we want to be there to help get them back into the body they have,” said McCall.
“And our goal is to make the experience as pleasurable as possible for women.”
Victoria has created a new team of more than 20 people dedicated to the product.
It also has expanded its reach into a new demographic: the women who buy its clothing, often in their late 20s and 30s.
“It’s so rare for women to be able to go shopping with a lingeries brand that’s this big,” said Minkow.
“Women don’t have the luxury of being able to shop with a brand like Victoria.
And we wanted to make sure that they had as much support as we could for our customers to have a great shopping experience.”
Victoria is not the only brand making strides to be an inclusive leader in the women-focused lingerie business.
Stylists is expanding its line of lingeries to include a range of body-safe and eco-friendly options.
“We’ve been making these products for women for more than 15 years,” said co-owner, Laura Hagen.
“Our goal is for the rest of the world to see that we’re an important part of the business and that we have the power to help women feel comfortable and sexy.”
The new line of products will be available for purchase in women’s retailers nationwide.
But Victoria will also offer the brand’s newest collection of underwear at stores that specialize in women, including Macy’s and Nordstrom.
“For us, it was an opportunity to be part of an industry that’s so much larger than what we’ve been doing,” said Hagen, “to have a part in the fabric of the culture that we were born into.”
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