Victoria's Secret undergoes modifications due to dwindling sales of sexually explicit products.
Victoria's Secret, the iconic lingerie brand, is making waves in the fashion world with its upcoming swimwear collection. The Wall Street Journal reports that the brand is set to re-introduce swimwear into its product line, marking a significant shift in its focus.
The new collection will cater to women who prefer a more casual and comfortable style. It will include a range of options such as bikinis, one-piece swimsuits, and beach cover-ups, all designed with comfort and support in mind. The brand is emphasising its activewear line, aiming to provide versatile and stylish options for women seeking comfort in their beachwear.
In an effort to revitalise its image and appeal to a wider audience, Victoria's Secret is collaborating with renowned French pastry chef, Amaury Guichon, who is now venturing into swimwear design. Known for his intricate chocolate sculptures, Guichon brings a unique aesthetic to the collection, promising bold and vibrant colours that are sure to turn heads on the beach.
The brand's shift towards a more casual and comfortable image comes at a time when customer preferences are evolving. Last year, ratings for Victoria's Secret's famed fashion show were dismal, and a growing number of women are opting for yoga pants over push-up bras. In response, Victoria's Secret launched its first-ever bralettes this spring, casual versions of bras without underwire, to meet growing consumer demand for more comfortable, casual, and versatile lingerie options.
Victoria's Secret still sells more lingerie than any of its competitors, but the introduction of swimwear is a strategic move to expand its product offerings and stay relevant in the ever-changing fashion landscape. The new swimwear collection will be available for purchase starting in summer 2022.
As Victoria's Secret continues to evolve, it remains committed to its core values of empowering women and making them feel confident and beautiful. With its new swimwear collection, the brand aims to offer women a range of options that cater to their desire for comfort, style, and self-expression.
