Victoria's Secret
The world's most recognized lingerie brand, reinventing itself for a new era
From Mall Icon to Cultural Reckoning — and Back Again
Victoria's Secret was founded in 1977 by Roy Raymond in San Francisco, born from an embarrassment: Raymond felt awkward buying lingerie for his wife in department stores, so he created a shop where men could feel comfortable purchasing intimate apparel. The brand was acquired by Les Wexner's L Brands in 1982 for roughly one million dollars, and what followed was one of the most spectacular brand-building campaigns in retail history. By the late 1990s, the annual Victoria's Secret Fashion Show had become a cultural event watched by tens of millions, and the "Angels" — supermodels like Tyra Banks, Heidi Klum, Gisele Bundchen, and Adriana Lima — were among the most famous women on the planet.
The Rise, the Fall, and the Reinvention
For two decades, Victoria's Secret dominated the American lingerie market with a singular vision: push-up bras, fantasy marketing, and an aspirational ideal of beauty that was narrow by any measure. It worked spectacularly until it didn't. By the mid-2010s, changing cultural attitudes toward body positivity, inclusivity, and the male gaze made the brand's core messaging feel increasingly out of step. Sales declined. The fashion show was cancelled in 2019. Executives departed amid controversy. The brand that had defined lingerie for a generation was suddenly the establishment that a new generation of brands was built to reject.
What Victoria's Secret Looks Like Now
The brand's reinvention has been genuine if gradual. The VS Collective replaced the Angels with a diverse group of ambassadors including Megan Rapinoe, Priyanka Chopra Jonas, and Valentina Sampaio, the brand's first openly transgender model. Size ranges have expanded significantly. Marketing now features unretouched photography and models across the size spectrum. The product itself has improved too — the new T-Shirt Bra line and Body by Victoria range offer better construction and more modern silhouettes than the heavily padded push-ups of the past.
Key Product Lines
Body by Victoria remains the everyday workhorse — a smooth, lightly lined bra available in dozens of colors. Dream Angels brings lace and romance. VS Bare offers wire-free comfort for the bralette generation. Love Cloud features ultra-lightweight cushioned cups. The Pink sub-brand targets younger consumers with playful prints, loungewear, and campus-ready basics. Underwear ranges from the iconic cotton bikini to seamless and lace options in every cut imaginable.
Who Victoria's Secret Is Best For
Despite its complicated history, Victoria's Secret remains unmatched in one critical respect: accessibility. With over 800 stores in the United States alone, it is the most physically available lingerie brand in the country. For many women, it was and remains their first "real" lingerie purchase. The brand is best for shoppers who want wide selection, frequent sales, and the ability to try before they buy — advantages that direct-to-consumer brands cannot replicate.
Price Range
Bras from $29.95 to $69.95, underwear from $8.50 to $24.50 (with frequent 5-for-$30 promotions), loungewear and sleepwear from $29.95 to $79.95. Victoria's Secret occupies the mid tier with aggressive promotional pricing that makes it one of the most affordable options for quality bras.