Victoria’s Secret is more than just a lingerie brand—it’s a cultural phenomenon. Founded in 1977, the company revolutionized the lingerie industry with its glamorous approach to intimate wear, transforming a previously utilitarian product into a symbol of luxury and confidence. From its iconic fashion shows to its controversies and reinvention, Victoria’s Secret has had a storied journey.
This detailed article explores the history, evolution, and impact of Victoria’s Secret, shedding light on how it became one of the most recognizable names in the world of fashion and retail.
1. The Origins: From Humble Beginnings to a Lingerie Revolution
1977: The Birth of Victoria’s Secret
Victoria’s Secret was founded by Roy Raymond in San Francisco, California. The idea came to him after a shopping experience where he felt out of place purchasing lingerie for his wife in a department store. Raymond envisioned a store where men could comfortably shop for intimate apparel and women could feel empowered by luxurious designs.
- The Concept: A boutique-like atmosphere that combined elegance and intimacy.
- The Name: Inspired by the Victorian era, the name “Victoria’s Secret” alluded to sophistication and allure.
Early Challenges
While the concept was innovative, the brand initially struggled to find its footing. By the early 1980s, it was on the verge of bankruptcy.
2. The Wexner Era: Transforming a Brand
1982: Acquisition by Leslie Wexner
In 1982, Leslie Wexner, the founder of L Brands (formerly The Limited, Inc.), acquired Victoria’s Secret for $1 million. Wexner reimagined the brand’s strategy, focusing on women as the primary customers rather than men.
- Brand Transformation: Shifted from a male-oriented marketing approach to empowering women.
- Catalog Marketing: Victoria’s Secret gained significant traction through its beautifully designed catalogs, which showcased models wearing glamorous lingerie.
Expansion and Success
By the late 1980s, Victoria’s Secret had become the largest lingerie retailer in the United States, with a blend of physical stores and a thriving catalog business.
3. The Rise of the Victoria’s Secret Fashion Show
1995: The First Fashion Show
The Victoria’s Secret Fashion Show debuted in 1995, blending high fashion with entertainment. It became an annual event, showcasing supermodels, often referred to as “Angels,” in elaborate lingerie designs paired with theatrical wings and extravagant set pieces.
- The Angels: Supermodels like Tyra Banks, Gisele Bündchen, Heidi Klum, and Adriana Lima became synonymous with the brand.
- Cultural Impact: The fashion show grew into a global spectacle, aired on television, and featuring performances by top musical artists like Rihanna, Taylor Swift, and The Weeknd.
Peak Popularity
By the early 2000s, the Victoria’s Secret Fashion Show was a cultural event, attracting millions of viewers and cementing the brand’s reputation as a leader in luxury lingerie.
4. The Products: More Than Lingerie
Victoria’s Secret expanded its offerings beyond lingerie to include a wide range of products:
- Swimwear: For years, the brand dominated the swimwear market with its glamorous designs.
- Perfumes and Beauty Products: Iconic fragrances like “Bombshell” and “Love Spell” became customer favorites.
- Apparel and Loungewear: Casual wear, including sleepwear and activewear, broadened the brand’s appeal.
- PINK Line: Launched in 2004, PINK targeted a younger demographic with playful and colorful designs, including bras, underwear, and loungewear.
5. Controversies and Challenges
Body Image Criticism
Victoria’s Secret faced growing criticism for promoting unrealistic beauty standards. Its marketing heavily relied on ultra-thin, traditionally attractive models, which some argued alienated diverse body types.
The Decline of the Fashion Show
The once-beloved Victoria’s Secret Fashion Show faced declining viewership and backlash for being out of touch with changing cultural values.
- 2018 Controversy: Chief Marketing Officer Ed Razek faced backlash for comments dismissing the inclusion of plus-size and transgender models in the show.
- 2019 Cancellation: The fashion show was officially canceled as the brand sought to reevaluate its image.
Competitor Emergence
The rise of inclusive lingerie brands like Aerie, Savage X Fenty (founded by Rihanna), and ThirdLove challenged Victoria’s Secret’s dominance, offering diverse sizing, body-positive messaging, and inclusive marketing.
Leadership and Management Issues
In 2020, Leslie Wexner stepped down as CEO of L Brands amid scrutiny over his association with Jeffrey Epstein, casting a shadow over the company.
6. Reinvention: A New Era for Victoria’s Secret
Faced with declining sales and cultural irrelevance, Victoria’s Secret began a transformation to align with modern values.
Inclusivity and Representation
The brand committed to representing diverse body types, ethnicities, and genders in its marketing campaigns and product lines.
- The VS Collective: In 2021, Victoria’s Secret announced the formation of a group of ambassadors, including athletes, activists, and entrepreneurs like Priyanka Chopra and Megan Rapinoe, to reshape its image.
- More Inclusive Models: The company began featuring models of various sizes, including plus-size and transgender individuals.
Product Innovation
Victoria’s Secret revamped its offerings to focus on comfort, functionality, and inclusivity while retaining its trademark glamour.
7. The Legacy and Cultural Impact
Victoria’s Secret remains one of the most recognized names in lingerie, with a global presence spanning over 1,000 stores in more than 70 countries. Its journey reflects broader societal changes, from shifting gender dynamics to the growing demand for inclusivity in fashion.
Cultural Phenomenon
The brand’s catalogs, fashion shows, and iconic marketing campaigns have left an indelible mark on popular culture, inspiring countless fashion trends and cementing its place in retail history.
Economic Influence
As one of the largest lingerie retailers in the world, Victoria’s Secret played a pivotal role in transforming intimate apparel into a multi-billion-dollar industry.
8. The Road Ahead
Victoria’s Secret continues to navigate a competitive and rapidly changing marketplace. By embracing inclusivity, sustainability, and digital innovation, the brand aims to reclaim its status as a leader in the lingerie industry.
Conclusion: The Evolution of a Global Icon
Victoria’s Secret is a story of innovation, glamour, and resilience. From its humble beginnings to its rise as a global powerhouse, the brand has shaped and been shaped by cultural trends over decades. While controversies and challenges have tested its reputation, its ongoing reinvention signals a willingness to adapt to a more inclusive and modern world.
As Victoria’s Secret moves forward, its journey serves as a testament to the complexities of balancing tradition, innovation, and societal expectations in the world of fashion and retail.