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Victoria's Secret is an American
lingerie Lingerie (, , ) is a category of primarily women's clothing including undergarments (mainly brassieres), sleepwear, and lightweight robes. The choice of the word is often motivated by an intention to imply that the garments are alluring, fashio ...
, clothing and
beauty Beauty is commonly described as a feature of objects that makes them pleasure, pleasurable to perceive. Such objects include landscapes, sunsets, humans and works of art. Beauty, art and taste are the main subjects of aesthetics, one of the fie ...
retailer. Founded in 1977 by a Stanford graduate student and his wife, Roy and Gaye Raymond, the company's five lingerie stores were sold to
Les Wexner LES or Les may refer to: People * Les (given name) * Les (surname) * L.E.S. (producer), hip hop producer Space flight * Launch Entry Suit, worn by Space Shuttle crews * Launch escape system, for spacecraft emergencies * Lincoln Experimen ...
in 1982. Wexner rapidly expanded into American shopping malls, expanding the company into 350 stores nationally with sales of $1
billion Billion is a word for a large number, and it has two distinct definitions: * 1,000,000,000, i.e. one thousand million, or (ten to the ninth power), as defined on the short scale. This is now the most common sense of the word in all varieties of ...
by the early 1990s, when Victoria's Secret became the largest lingerie retailer in the United States. From 1995 through 2018, the
Victoria's Secret Fashion Show The Victoria's Secret Fashion Show is an annual promotional event sponsored by and featuring Victoria's Secret, a brand of lingerie. From 1995 to 2018, Victoria's Secret used the show to market its goods in high-profile settings. Models under ...
was a major part of the brand's image, featuring an annual runway spectacle of models promoted by the company as fantasy Angels. The 1990s saw the company's further expansion throughout shopping malls, along with the introduction of the 'miracle bra', the new brand ''Body by Victoria'', and the development of a line of fragrances and cosmetics. In 2002, Victoria's Secret announced the launch of
PINK Pink is a pale tint of red, the color of the Dianthus plumarius, pink flower. It was first used as a color name in the late 17th century. According to surveys in Europe and the United States, pink is the color most often associated with charm, p ...
, a brand that was aimed to teenagers and young women. Starting in 2008, Victoria's Secret expanded internationally, with retail outlets within international airports, franchises in major cities overseas, and company-owned stores throughout Canada and the UK. By 2016, Victoria's Secret's market share began to decline due to competition from other brands that embraced a wider range of sizes and a growing consumer preference for
athleisure Athleisure is a hybrid style of athletic clothing typically worn as everyday wear. The word is a portmanteau combining the words 'athletic' and 'leisure'. Athleisure outfits can include tracksuits, sports jackets, hoodies, yoga pants, tight ...
. The company canceled the circulation of their catalog in 2016. The brand struggled to maintain its market position following criticism and controversy over the unsavory behavior and business practices of corporate leadership under Wexner and Ed Razek. , with over 1,070 stores, Victoria's Secret remained the largest lingerie retailer in the United States.


History


1977–1981

Victoria's Secret was founded by Roy Raymond, and his wife, Gaye Raymond, on June 12, 1977. The first store was opened in the Stanford Shopping Center in Palo Alto, California. Years earlier, Raymond was embarrassed when purchasing lingerie for his wife at a department store. ''
Newsweek ''Newsweek'' is an American weekly news magazine based in New York City. Founded as a weekly print magazine in 1933, it was widely distributed during the 20th century and has had many notable editors-in-chief. It is currently co-owned by Dev P ...
'' reported Roy Raymond stating: "When I tried to buy lingerie for my wife, I was faced with racks of terry-cloth robes and ugly floral-print nylon nightgowns, and I always had the feeling the department store saleswomen thought I was an unwelcome intruder." ''Fashion Illiteracy'' explained on Roy's experiences, "The women's lingerie section was extremely uncomfortable for a man. He wandered the aisles for a long time, feeling awkward, and the saleswomen couldn't help him because their work was exclusively focused on serving women. Raymond left the store without making a purchase. Instead, he was determined to realize his new idea – to open a lingerie store with an atmosphere and environment where even men would feel comfortable shopping." Raymond reportedly spent the next eight years studying the lingerie market. At the time when the Raymonds founded Victoria's Secret, the undergarments market in the U.S. was dominated by pragmatic items from
Fruit of the Loom Fruit of the Loom is an American company that manufactures clothing, particularly casual wear and undergarment, underwear. The company's world headquarters are located in Bowling Green, Kentucky. Since 2002, it has been a wholly owned subsidiary ...
,
Hanes Hanes (founded in 1900) and Hanes Her Way (founded in 1985) is an American clothing brand headquartered in Winston-Salem. Founded in 1900 as Shamrock Knitting Mills by John Wesley Hanes, the company is owned by Hanes, Inc. History Hanes was f ...
, and
Jockey A jockey is someone who rides horses in horse racing or steeplechase (horse racing), steeplechase racing, primarily as a profession. The word also applies to camel riders in camel racing. The word "jockey" originated from England and was used ...
, often sold in packs of three at department stores, while lingerie was reserved for special occasions such as one's
honeymoon A honeymoon is a vacation taken by newlyweds after their wedding to celebrate their marriage. Today, honeymoons are often celebrated in destinations considered exotic or romantic. In a similar context, it may also refer to the phase in a couple ...
. Considered niche products, lingerie items (such as lacy thongs and padded push-up bras) were only found in specialty shops like
Frederick's of Hollywood Frederick's of Hollywood is an American lingerie brand formerly with stores in shopping malls across the United States. In 2015, all 111 retail stores were closed before a bankruptcy filing. The brand was acquired by Authentic Brands Group an ...
, located "alongside feathered boas and provocative pirate costumes". In 1977, Raymond borrowed $40,000 from family and $40,000 from a bank to establish Victoria's Secret: a store in which men could feel comfortable buying lingerie. The store was named in reference to
Queen Victoria Victoria (Alexandrina Victoria; 24 May 1819 – 22 January 1901) was Queen of the United Kingdom of Great Britain and Ireland from 20 June 1837 until Death and state funeral of Queen Victoria, her death in January 1901. Her reign of 63 year ...
and the associated refinement of the
Victorian era In the history of the United Kingdom and the British Empire, the Victorian era was the reign of Queen Victoria, from 20 June 1837 until her death on 22 January 1901. Slightly different definitions are sometimes used. The era followed the ...
, while the "secret" was hidden underneath the clothes. Victoria's Secret grossed $500,000 in its first year of business , enough to finance the expansion from a headquarters and warehouse to four new store locations and a
mail-order Mail order is the buying of goods or services by mail delivery. The buyer places an order for the desired products with the merchant through some remote methods such as: * Sending an order form in the mail * Placing an order by telephone call ...
operation. The fourth store, added in 1982 at 395 Sutter Street in San Francisco, operated at that location until 1990, when it was moved to the larger Powell Street frontage of the Westin St. Francis. In April 1982, Raymond sent out his 12th catalog at a cost to customers of $3 (); catalog sales accounted for 55% of the company's $7 million annual sales that year. Victoria's Secret was a minor player in the underwear market at this time, with the business described as "more burlesque than Main Street."


1982–1990

In 1982, Victoria's Secret had grown to five stores, a 40-page catalog, and was grossing $6 million annually. Raymond sold the company to Les Wexner, creator of Limited Stores Inc of Columbus, Ohio, for $1 million. In 1983, Wexner revamped Victoria's Secret's sales model towards a greater focus on female customers. Victoria's Secret transformed into a mainstay that sold broadly accepted underwear with "new colors, patterns and styles that promised sexiness packaged in a tasteful, glamorous way and with the snob appeal of European luxury" meant to appeal to female buyers. To further this image, the Victoria's Secret catalog continued the practice that Raymond began: listing the company's headquarters on catalogs at a fake London address, with the real headquarters in Columbus, Ohio. The stores were redesigned to evoke the
Victorian era In the history of the United Kingdom and the British Empire, the Victorian era was the reign of Queen Victoria, from 20 June 1837 until her death on 22 January 1901. Slightly different definitions are sometimes used. The era followed the ...
. ''
The New York Times ''The New York Times'' (''NYT'') is an American daily newspaper based in New York City. ''The New York Times'' covers domestic, national, and international news, and publishes opinion pieces, investigative reports, and reviews. As one of ...
'' reported in 1982 that the financial success of the Victoria's Secret catalog influenced other catalogs by presenting lingerie as "romantic and sensual but tasteful", "in which models are photographed in ladylike poses against elegant backgrounds." Howard Gross became president in 1985. In October of that year, the ''
Los Angeles Times The ''Los Angeles Times'' is an American Newspaper#Daily, daily newspaper that began publishing in Los Angeles, California, in 1881. Based in the Greater Los Angeles city of El Segundo, California, El Segundo since 2018, it is the List of new ...
'' reported that Victoria's Secret was stealing market share from department stores; in 1986, Victoria's Secret was the only national chain devoted to lingerie. ''The New York Times'' reported that Victoria's Secret swiftly expanded to 100 stores by 1986. and described it in 1987 as a "highly visible leader" that used "unabashedly sexy high-fashion photography to sell middle-priced underwear." In 1990, analysts estimated that sales had quadrupled in four years, making it one of the fastest growing mail-order businesses. Sales and profits from the catalog continued to expand due to the addition of clothing, swimwear and shoes and wider circulation. Cynthia Fedus-Fields oversaw the company's direct business, including its catalog, from the mid-1980s until 2000.  During her tenure, total revenues increased to nearly $1 billion. In 1987, Victoria's Secret was reported to be among the bestselling catalogs.


1991–2005

Victoria's Secret experienced quality problems with their product in the early 1990s and was working to resolve the issues. In 1991, Howard Gross was assigned to fix the
L Brands Bath & Body Works, Inc. (formerly known as L Brands, Inc., Limited Brands, Inc. and The Limited, Inc.) is an American specialty retail company based in Columbus, Ohio. It owns Bath & Body Works, posted $7.4 billion in revenue in 2023, and was ...
subsidiary Limited Stores. In 1993, ''Business Week'' reported that both divisions suffered. Grace Nichols, who worked to improve the product quality, succeeded Gross. The company's margins tightened, resulting in slower growth in profits. With the introduction of their own line of fragrances in 1991 and their entry into the billion-dollar cosmetics market in 1998, Victoria's Secret expanded beyond apparel in the 1990s. Victoria's Secret introduced the 'Miracle Bra' in 1993, selling two million within the first year. When faced with competition from Sara Lee's WonderBra a year later, in 1994, the company responded with a TV campaign. At the same time, in 1994, Wexner discussed the creation of a company fashion event with Ed Razek. The first
Victoria's Secret Fashion Show The Victoria's Secret Fashion Show is an annual promotional event sponsored by and featuring Victoria's Secret, a brand of lingerie. From 1995 to 2018, Victoria's Secret used the show to market its goods in high-profile settings. Models under ...
, held in 1995 in New York, became a mainstay for the company's image for the next 23 years. By 1998, Victoria's Secret's market share of the intimate apparel market was 14 percent and the company also entered the $3.5 billion cosmetic market. The following year, in 1999, the company added the ''Body by Victoria'' line. The catalog had achieved "an almost cult-like following". In May 2000, Cynthia Fedus-Fields stepped down as CEO after delivering record profits in 1999 and early 2000. Fedus-Fields later claimed that, up until the time of her departure, the company had acted in accordance with the sensibilities of what a European woman would choose to wear. After her departure in 2000, the brand pursued an image that was "much more blatantly sexy." In May 2000, Wexner installed Sharen Jester Turney, previously of
Neiman Marcus Neiman Marcus is an American department store chain founded in 1907 in Dallas, Texas by Herbert Marcus, his sister Carrie Marcus Neiman, and her husband Abraham Lincoln Neiman. It has been owned by Saks Global, a Corporate spin-off, spin-o ...
Direct, as the new chief executive of Victoria's Secret Direct to turn around catalog sales that were lagging behind other divisions. ''Forbes'' reported Turney stating, "We need to quit focusing on all that cleavage." In 2000, Turney began to redefine Victoria's Secret catalog from "breasts—spilling over the tops of black, purple and reptile-print underthings" to one that would appeal to an "upscale customer who now feels more comfortable buying La Perla or Wolford lingerie."; "dimming the hooker looks" such as "tight jeans and stilettos"; and moving from "a substitute for Playboy in some dorm rooms," to something closer to a '' Vogue'' lifestyle layout, where lingerie, sleepwear, clothes and cosmetics appear throughout the catalog. Beginning in 2000, Grace Nichols, CEO of Victoria's Secret Direct, led a similar change at Victoria's Secret's stores—moving away from an evocation of 1800s England (or a Victorian bordello).


2006–2020

By 2006, Victoria's Secret's 1,000 stores across the United States accounted for one third of all purchases in the intimate apparel industry. In May 2006, Wexner promoted Turney from the Victoria's Secret catalog and online units to lead the whole company. In 2008, she acknowledged "product quality that doesn't equal the brand's hype." In September 2006, Victoria's Secret reportedly tried to make their catalog feel more like magazines by head-hunting writers from ''
Women's Wear Daily ''Women's Wear Daily'' (also known as ''WWD'') is a fashion-industry trade journal often referred to as the "Bible of fashion". Horyn, Cathy"Breaking Fashion News With a Provocative Edge" ''The New York Times''. (August 20, 1999). It provides i ...
''. The company had about a third of the market share in its category in 2013. In February 2016, Turney stepped down as CEO of Victoria's Secret after being in the business for a decade. Victoria's Secret was split into three divisions: Victoria's Secret Lingerie, Victoria's Secret Beauty, and Pink, each with a separate CEO. In 2016, direct sales only grew 1.6% and fell by 7.4% in the last quarter of the year, typically a high revenue period due to the holidays. The company discontinued its use of a print catalog and dropped certain categories of clothing, such as swimwear. Sales revenue continued to stagnate and drop in early 2017. In late 2018, CEO Jan Singer resigned amid declining sales. ''
The Wall Street Journal ''The Wall Street Journal'' (''WSJ''), also referred to simply as the ''Journal,'' is an American newspaper based in New York City. The newspaper provides extensive coverage of news, especially business and finance. It operates on a subscriptio ...
'' reported that only one quarter showed an increase in same-store sales between 2016 and 2018. Singer's announcement came one week after CMO Ed Razek made a controversial comment that the company does not cast transgender or plus-size models in its annual fashion show "because the show is a fantasy." After a 40% stock plunge in a single year, Victoria's Secret announced the closure of 53 stores in the U.S. in 2019, as well as the relaunch of its swimwear line. L Brands, the parent company of Victoria's Secret, came under public pressure in 2019 from an activist shareholder of Barington Capital Group, L.P., who took issue with the performance of Razek and urged the company to update its brand image and switch up its predominantly male board of directors. In August 2019, chief marketing officer Ed Razek resigned following a disastrous ''Vogue'' interview in which he made inflammatory statements about transgender models. Also in 2019, executive vice president April Holy stepped down after 16 years. In November 2019, Victoria's Secret announced it would no longer hold the annual fashion show featuring its angels, indicating a major change in marketing strategy. In January 2020, L Brands chairman and CEO Lex Wexner was in talks to step down. Reports of widespread bullying and harassment at Victoria's Secret surfaced in February 2020. On February 1, 2020,
The New York Times ''The New York Times'' (''NYT'') is an American daily newspaper based in New York City. ''The New York Times'' covers domestic, national, and international news, and publishes opinion pieces, investigative reports, and reviews. As one of ...
published an exposé on "the culture of misogyny" at Victoria's Secret, which painted a picture of long-time influential executive Ed Razek's rampant sexual misconduct. The company announced a sale in February 2020 to private equity firm
Sycamore Partners Sycamore Partners is an American private equity firm based in New York specializing in retail and consumer investments. The firm has approximately $10 billion in aggregate committed capital. History Founding Sycamore Partners was founded in 2 ...
for $525 million, with
L Brands Bath & Body Works, Inc. (formerly known as L Brands, Inc., Limited Brands, Inc. and The Limited, Inc.) is an American specialty retail company based in Columbus, Ohio. It owns Bath & Body Works, posted $7.4 billion in revenue in 2023, and was ...
retaining a 45% minority stake. On April 22, 2020, ''The Wall Street Journal'' reported that Sycamore Partners wanted out of the deal, which included exceptions for a pandemic. The deal ultimately fell through. Wexner stepped down but maintains a role as chairman emeritus. In June 2020, a shareholder filed a lawsuit against the company for inaction following reports of harassment, discrimination, and retaliation at Victoria's Secret. Shareholders of parent company L Brands filed a complaint in the Court of Chancery of Delaware on January 14, 2021, stating that former chair Wexner, among others, created an "entrenched culture of
misogyny Misogyny () is hatred of, contempt for, or prejudice against Woman, women or girls. It is a form of sexism that can keep women at a lower social status than Man, men, thus maintaining the social roles of patriarchy. Misogyny has been wide ...
, bullying and harassment" and was aware of abuses being committed by accused sex trafficker
Jeffrey Epstein Jeffrey Edward Epstein ( , ; January 20, 1953August 10, 2019) was an American financier and child sex offender. Born and raised in New York City, Epstein began his professional career as a teacher at the Dalton School, despite lacking a col ...
, which breached his
fiduciary duty A fiduciary is a person who holds a legal or ethical relationship of trust with one or more other parties (legal person or group of persons). Typically, a fiduciary prudently takes care of money or other assets for another person. One party, fo ...
to the company, causing devaluation of the brand. The complaint also names Wexner's wife, Abigail, current chair, Sarah E. Nash, and former marketing officer, Ed Razek, whose "widely known misconduct" was long allowed at the company.


2021–present

In 2021, after the resignation of Razek as well as the sale of the company by Wexner, Victoria's Secret's new ownership and management implemented policy changes and new partnerships with a number of new spokeswomen, including
Megan Rapinoe Megan Anna Rapinoe (; born July 5, 1985) is an American former professional Association football, soccer player who played as a Midfielder#Winger, winger. She spent most of her career playing for Seattle Reign FC, OL Reign of the National Wom ...
, Priyanka Chopra Jonas, and
Naomi Osaka is a Japanese professional tennis player. She has been ranked as the List of WTA number 1 ranked singles tennis players, world No. 1 in women's singles by the Women's Tennis Association, WTA for 25 weeks, the first Asian player to hold the ...
. Wexner's parent company,
L Brands Bath & Body Works, Inc. (formerly known as L Brands, Inc., Limited Brands, Inc. and The Limited, Inc.) is an American specialty retail company based in Columbus, Ohio. It owns Bath & Body Works, posted $7.4 billion in revenue in 2023, and was ...
spun Victoria's Secret off to become an independent business (trading on the NYSE as VSCO) on August 3, 2021. Following this brand positioning, Victoria's Secret reported sales increase in all three completed quarters of 2021. Martin Waters was named CEO in 2021, replacing Stuart Burgdorfer, who had served as interim CEO. In July 2022, Victoria's Secret named Amy Hauk chief executive of both the Victoria's Secret and Pink brands. In November 2022, it was announced that Victoria's Secret had acquired the
New York New York most commonly refers to: * New York (state), a state in the northeastern United States * New York City, the most populous city in the United States, located in the state of New York New York may also refer to: Places United Kingdom * ...
-headquartered lingerie brand, Adore Me for US$400 million. In May 2025, Victoria's Secret shut down its website and some store services because of a security incident.


Products

In addition to the primary brand of lingerie for Victoria's Secret, the company has secondary product lines: namely, activewear known as Victoria sports, swimwear, and a beauty division with fragrances, make-up, accessories, and other bath and body products. The swimwear, introduced in 2002, was made available until April 2016, when the company announced that the line would end and be replaced by a new line of activewear. The swim line was relaunched in November 2018. In March 2019, the swim line was made available in shops. In 2010, Victoria's Secret launched the 'Incredible' bra. The company released Victoria's Secret ''Designer Collection'' in 2012, described by '' Vogue'' as the company's "first high end lingerie line." In 2016, Victoria's Secret confined the elimination of swimwear, apparel, shoes, and accessories. In 2017, the company began to put more emphasis on bralettes (bras without underwire, often intended to be worn visibly) and sports bras (under the Victoria Sport label) to appeal to a younger customer base. In 2019, Victoria's Secret relaunched its product line of eyewear and footwear, in hopes of boosting struggling sales for the brand. In October 2021, Pink launched a line of reusable period panties. In 2022, Victoria's Secret & Co. announced they would no longer use cashmere in their product lines.


Operating divisions

The Victoria's Secret brand is organized into three divisions: 'Victoria's Secret Stores' (physical locations), 'Victoria's Secret Direct' (online and catalog operations), and 'Victoria's Secret Beauty' (bath and cosmetics). The change was made in 2016 by Wexner to "refocus on core business" and it required each division to have its own CEO.


Physical locations

The physical store locations were an important part of establishing the brand and remained concentrated in the United States from 1977 until the early 2000s. Victoria's Secret stores took over the lingerie market during the 1980s by using a fabricated sense of Britain, featuring this romantic styling and soft classical music. In the early years, Wexner himself was involved in carefully orchestrating store interior design through the use of English floral wallpaper circa 1890, gilded fixtures, classical music, soft lighting, the scent of old-fashioned sachet, and elegant perfume bottles that "look like your grandmother's crystal". During the 1990s, in-store sales at Victoria's Secret increased by 30% after the company tracked and applied data analysis of where specific styles, sizes, and colors were selling. The decade also brought an expansion of store size to triple from to an average . The trend continued into 2002, when the average Victoria's Secret store was . In 2000, the ''Los Angeles Times'' reported that the company continued the practice of putting on "a British air—or what the Ohio-based chain thinks Americans believe is British.
Boudoir A (; ) is a woman's private sitting room or salon in a furnished residence, usually between the dining room and the bedroom, but can also refer to a woman's private bedroom. The term derives from the French verb ''bouder'' (to sulk or pout ...
ish. Tony. Upscale." By 2010, there were 1,000 Victoria's Secret lingerie stores and 100 independent Victoria's Secret Beauty Stores in the United States, mostly in shopping centers, then offering bras, panties, hosiery, cosmetics, and sleepwear.


International stores

The international expansion of Victoria's Secret stores began in 2008. , L Brands maintained control of operations at company-owned stores in Canada, the UK, and China but relied on
franchises Franchise may refer to: Arts, entertainment, and media * Media franchise, a collection of related creative works, such as films, video games, books, etc., particularly in North American usage * "Franchise" (short story), a 1955 short story ...
elsewhere in the world for its Victoria's Secret Beauty & Accessory (VSBA) locations.


=Canada

= The drive for growth, coupled with a maturing American retail market, led to a shift towards expansion, first into Canada. In 2010, the first Canadian store opened in
Edmonton Edmonton is the capital city of the Provinces and territories of Canada, Canadian province of Alberta. It is situated on the North Saskatchewan River and is the centre of the Edmonton Metropolitan Region, which is surrounded by Central Alberta ...
, Alberta. In 2012, Victoria's Secret opened stores in
Nova Scotia Nova Scotia is a Provinces and territories of Canada, province of Canada, located on its east coast. It is one of the three Maritime Canada, Maritime provinces and Population of Canada by province and territory, most populous province in Atlan ...
and
Quebec Quebec is Canada's List of Canadian provinces and territories by area, largest province by area. Located in Central Canada, the province shares borders with the provinces of Ontario to the west, Newfoundland and Labrador to the northeast, ...
. Several of the company's stores in Canada are considered large by retail standards and span more than each. , the company's Canadian locations included cities in all ten provinces, from
British Columbia British Columbia is the westernmost Provinces and territories of Canada, province of Canada. Situated in the Pacific Northwest between the Pacific Ocean and the Rocky Mountains, the province has a diverse geography, with rugged landscapes that ...
all the way to
the Maritimes The Maritimes, also called the Maritime provinces, is a region of Eastern Canada consisting of three provinces: New Brunswick, Nova Scotia, and Prince Edward Island. The Maritimes had a population of 1,899,324 in 2021, which makes up 5.1% of ...
. However, the company announced in May 2020 plans to permanently shutter 13 of its 38 Canadian stores, representing a loss of one-third of the Canadian fleet.


=United Kingdom

= Victoria's Secret opened a store at the Westfield Shopping Centre, Stratford, London in July 2012. Their flagship store on
New Bond Street New or NEW may refer to: Music * New, singer of K-pop group The Boyz * ''New'' (album), by Paul McCartney, 2013 ** "New" (Paul McCartney song), 2013 * ''New'' (EP), by Regurgitator, 1995 * "New" (Daya song), 2017 * "New" (No Doubt song), 1 ...
, London followed in August 2012. Locations in the United Kingdom include the cities of
Leeds Leeds is a city in West Yorkshire, England. It is the largest settlement in Yorkshire and the administrative centre of the City of Leeds Metropolitan Borough, which is the second most populous district in the United Kingdom. It is built aro ...
,
Manchester Manchester () is a city and the metropolitan borough of Greater Manchester, England. It had an estimated population of in . Greater Manchester is the third-most populous metropolitan area in the United Kingdom, with a population of 2.92&nbs ...
,
Sheffield Sheffield is a city in South Yorkshire, England, situated south of Leeds and east of Manchester. The city is the administrative centre of the City of Sheffield. It is historically part of the West Riding of Yorkshire and some of its so ...
,
Birmingham Birmingham ( ) is a City status in the United Kingdom, city and metropolitan borough in the metropolitan county of West Midlands (county), West Midlands, within the wider West Midlands (region), West Midlands region, in England. It is the Lis ...
,
Bristol Bristol () is a City status in the United Kingdom, cathedral city, unitary authority area and ceremonial county in South West England, the most populous city in the region. Built around the River Avon, Bristol, River Avon, it is bordered by t ...
, Westfield London, Bluewater,
Brent Cross Brent Cross is a major traffic interchange and area in the London Borough of Barnet, England. Originally the name of a crossroads, it is located a mile from the centres of Hendon and Golders Green. Notably, the Brent Cross Shopping Centre, ...
and
Glasgow Glasgow is the Cities of Scotland, most populous city in Scotland, located on the banks of the River Clyde in Strathclyde, west central Scotland. It is the List of cities in the United Kingdom, third-most-populous city in the United Kingdom ...
. , there were 25 stores in the United Kingdom. That same month, ''Retail Dive'' reported that as the brand's UK arm filed the "equivalent of Chapter 11" bankruptcy, as it struggled with falling sales, profits, and market share.


=China

= In 2016, it was reported that L Brands fully purchased 26 stores back from its franchise partners in China. The company announced plans to expand on the existing 26 Victoria's Secret Beauty & Accessory (VSBA) stores (boutiques which sold beauty products in airports or malls), through the addition of flagship stores in
Shanghai Shanghai, Shanghainese: , Standard Chinese pronunciation: is a direct-administered municipality and the most populous urban area in China. The city is located on the Chinese shoreline on the southern estuary of the Yangtze River, with the ...
and
Beijing Beijing, Chinese postal romanization, previously romanized as Peking, is the capital city of China. With more than 22 million residents, it is the world's List of national capitals by population, most populous national capital city as well as ...
. ''
Reuters Reuters ( ) is a news agency owned by Thomson Reuters. It employs around 2,500 journalists and 600 photojournalists in about 200 locations worldwide writing in 16 languages. Reuters is one of the largest news agencies in the world. The agency ...
'' reported that, , Victoria's Secret had two dozen stores in Greater China. That same month, the company permanently closed its flagship store in
Causeway Bay Causeway Bay is list of buildings, sites and areas in Hong Kong, an area and Victoria Park, Hong Kong, a bay on Hong Kong Island, Hong Kong, straddling the border of the Eastern District, Hong Kong, Eastern and the Wan Chai District, Wan Chai ...
,
Hong Kong Hong Kong)., Legally Hong Kong, China in international treaties and organizations. is a special administrative region of China. With 7.5 million residents in a territory, Hong Kong is the fourth most densely populated region in the wor ...
after only two years of operation. On January 25, 2022, Victoria's Secret announced a
Joint venture A joint venture (JV) is a business entity created by two or more parties, generally characterized by shared ownership, shared returns and risks, and shared governance. Companies typically pursue joint ventures for one of four reasons: to acce ...
partnership agreement with Regina Miracle International (Holdings) Limited. Under the terms of the agreement, Victoria's Secret will own 51% of the joint venture and Regina Miracle will own 49%. CEO Martin Waters commented, "I am delighted to announce this partnership with Regina Miracle, who has been a valued merchandise supplier partner for more than twenty years. Together with Regina Miracle, we aim to grow the China business through joint investment in product development, distribution, and marketing. We expect the partnership will positively impact the speed and agility of the business to benefit consumers and provide us with a platform for a strong future in this important market."


Victoria's Secret Direct


Catalog (1977–2016)

Prior to the emergence of e-commerce, the company's catalogs were a key aspect of successfully marketing a product considered risqué to consumers in the privacy of their own homes. According to Joseph Sugarman, the 1979 catalog was "a lot more sensuous" and took the form of "an upmarket version of a
Frederick's of Hollywood Frederick's of Hollywood is an American lingerie brand formerly with stores in shopping malls across the United States. In 2015, all 111 retail stores were closed before a bankruptcy filing. The brand was acquired by Authentic Brands Group an ...
lingerie catalog." ''The New York Times'' reported that the success of Victoria's Secret catalogs influenced others to present lingerie as "romantic and sensual but tasteful" with models photographed in elegant settings. The company was known for accepting phone orders at any hour, which helped it establish dominance in the lingerie market. The ''
Los Angeles Times The ''Los Angeles Times'' is an American Newspaper#Daily, daily newspaper that began publishing in Los Angeles, California, in 1881. Based in the Greater Los Angeles city of El Segundo, California, El Segundo since 2018, it is the List of new ...
'' described the catalog in 2000 as having achieved "an almost cult-like following." The company was mailing more than 400 million catalogs annually in 2010. In May 2016, the brand decided to discontinue the catalog, which had run at a cost of $125 million to $150 million annually, due to concern that catalogs had grown stale as a marketing device and confidence that sales would not be affected.


E-commerce

Victoria's Secret spent three years building an e-commerce website that was officially launched on December 4, 1998. Following heavy promotion of the 1999 fashion show, the website experienced high traffic volumes, with visitors enduring "slowdowns and bottlenecks" while viewing the first online fashion show on February 3, 1999, the largest online streaming event to date, reaching an estimated 1.5 million viewers. Ad placement in the ''Wall Street Journal'' and a 30-minute TV spot during the Super Bowl contributed to drive record numbers of visitors to the website.


Victoria's Secret Beauty

In 1998, Intimate Brands Inc., the parent company of Victoria's Secret, created a new entity: Intimate Beauty Corporation. The goal for Intimate Beauty Corporation was to manage and develop the bath, fragrance and cosmetic products for Victoria's Secret. By 2006, the Victoria's Secret Beauty division had reported sales of nearly US$1 billion. The company sought to expand its beauty and accessories stores at airports around the world in the early 2010s.


Franchise locations worldwide (VSBA)

Victoria's Secret Beauty opened a provisional UK boutique at
Heathrow Airport Heathrow Airport , also colloquially known as London Heathrow Airport and named ''London Airport'' until 1966, is the primary and largest international airport serving London, the capital and most populous city of England and the United Kingdo ...
in 2005 through partnership with World Duty Free. In 2010, Victoria's Secret expanded with Victoria's Secret Beauty & Accessory (VSBA)
franchises Franchise may refer to: Arts, entertainment, and media * Media franchise, a collection of related creative works, such as films, video games, books, etc., particularly in North American usage * "Franchise" (short story), a 1955 short story ...
internationally. That year, M.H. Alshaya Co. opened the first Victoria's Secret store in the Marina Mall in Kuwait, selling cosmetics and accessories but not the company's lingerie line. Two VSBA stores were opened in the early 2010s at Schiphol International Airport, Netherlands. That same year, the first Latin American franchise store opened in
Isla Margarita Margarita Island (, ) is the largest island in the Venezuelan state of Nueva Esparta, situated off the north west coast of the country, in the Caribbean Sea. The capital city of Nueva Esparta, La Asunción, is located on the island. History ...
, Venezuela, followed by a store in Bogota, Colombia, in July 2012. An additional store opened in the Multiplaza Mall in
San Salvador San Salvador () is the Capital city, capital and the largest city of El Salvador and its San Salvador Department, eponymous department. It is the country's largest agglomeration, serving as the country's political, cultural, educational and fin ...
, El Salvador, in 2012. A Caribbean location opened in November 2011 at Plaza Las Americas in
San Juan, Puerto Rico San Juan ( , ; Spanish for "Saint John the Baptist, John") is the capital city and most populous Municipalities of Puerto Rico, municipality in the Commonwealth (U.S. insular area), Commonwealth of Puerto Rico, an unincorporated territory of the ...
followed by a store in
Santo Domingo Santo Domingo, formerly known as Santo Domingo de Guzmán, is the capital and largest city of the Dominican Republic and the List of metropolitan areas in the Caribbean, largest metropolitan area in the Caribbean by population. the Distrito Na ...
, Dominican Republic, at the Agora, and Sambil Santo Domingo malls in 2012. In July 2012, the first Polish store opened at the Złote Tarasy shopping mall in
Warsaw Warsaw, officially the Capital City of Warsaw, is the capital and List of cities and towns in Poland, largest city of Poland. The metropolis stands on the Vistula, River Vistula in east-central Poland. Its population is officially estimated at ...
, also operated by M.H. Alshaya Co. A first Serbian store opened in January 2014 at the Nikola Tesla Airport in
Belgrade Belgrade is the Capital city, capital and List of cities in Serbia, largest city of Serbia. It is located at the confluence of the Sava and Danube rivers and at the crossroads of the Pannonian Basin, Pannonian Plain and the Balkan Peninsula. T ...
. Another store opened in Usce Shopping Mall in Belgrade in 2025. , L Brands had more than 370 VSBA franchise shops worldwide, with the company's largest international market reportedly in Turkey and the Middle East.


Corporate affairs


Ownership and name

The company's business name changed from Victoria's Secret, Inc. to Victoria's Secret Stores, Inc., after the 1982 sale to Wexner. In 2005, the name was revised to Victoria's Secret Stores, LLC. Victoria's Secret was acquired by The Limited in 1982. Victoria's Secret's parent company was Intimate Brands, a separately traded entity with Ed Razek as president. In 2002, Intimate Brands was combined with the Limited, then renamed Limited Brands. By 2006, the majority of the revenue for Limited Brands came from Victoria's Secret and Bath & Body Works. In July 2007, Limited Brands sold a 75% interest in Limited Stores and Express to
Sun Capital Partners Sun Capital Partners, Inc., is an American private equity firm specializing in leveraged buyouts. Sun Capital was founded in 1995 by Marc J. Leder and Rodger Krouse, former classmates at the Wharton School of the University of Pennsylvania and ...
, in order to focus on expanding their Victoria's Secret and Bath & Body Works units. The sale resulted in Limited Brands taking a $42 million after-tax loss. In 2013, parent company Limited Brands officially changed its name to
L Brands Bath & Body Works, Inc. (formerly known as L Brands, Inc., Limited Brands, Inc. and The Limited, Inc.) is an American specialty retail company based in Columbus, Ohio. It owns Bath & Body Works, posted $7.4 billion in revenue in 2023, and was ...
. Victoria's Secret recorded peak worldwide net sales in 2016 of $7.78 billion. In 2019, worldwide net sales had receded to $6.81 billion.


Management structure

At 'Victoria's Secret Stores', Howard Gross was promoted to president of the division in 1985. Grace Nichols succeeded Gross and led the division from 1991 through 2007. Victoria's Secret Stores was helmed by Lori Greely from 2007 until 2013. Cynthia Fedus-Fields served as president and CEO and oversaw the Victoria's Secret Direct business, including its catalog, from the mid-1980s until 2000. She was succeeded in May 2000 by Sharen Jester Turney as chief executive of the division. Turney stepped down in 2016 and was succeeded by Jan Singer as CEO of Victoria's Secret Direct from 2016 to 2018. John Mehas was appointed CEO starting in 2019. He was replaced by Martin Waters in November 2020. Hired by L Brands in 1998, Robin Burns was CEO of Victoria's Secret Beauty until 2004. Burns was succeeded in August 2004 by Jill Granoff, COO, and Sherry Baker, president. In May 2006, Christine Beauchamp was named president and CEO of Victoria's Secret Beauty. Shashi Batra was appointed president of the division in 2009. In November 2012 Susie Coulter became president of Victoria's Secret Beauty. Greg Unis was hired to serve as CEO of the beauty division in 2016.


Manufacturing and environmental record

In 2006, the ''Financial Times'' reported that Victoria's Secret paid factory workers $7 per day to make bras in Thailand. ''The Huffington Post'' stated in 2011 that working conditions in factories producing Victoria's Secret items in Jordan were comparable to
slave labor Slavery is the ownership of a person as property, especially in regards to their labour. Slavery typically involves compulsory work, with the slave's location of work and residence dictated by the party that holds them in bondage. Enslavemen ...
as a result of the Jordan–United States Free Trade Agreement, which retreated from standards established in the 1990s. In 2012, Victoria's Secret was manufacturing bras in the South Indian city of Guduvancheri. In 2021, Victoria's Secret fronted the money to more than 1,250 Thai garment workers who were owed $8.3 million when their factory, Brilliant Alliance, closed after declaring bankruptcy. After years of pressure from environmentalists, Victoria's Secret and a conservation group reached an agreement to make the catalog more environmentally friendly in 2006. Catalog wood pulp was required to contain 10 percent recycled paper and avoid source forests with woodland
caribou The reindeer or caribou (''Rangifer tarandus'') is a species of deer with circumpolar distribution, native to Arctic, subarctic, tundra, boreal, and mountainous regions of Northern Europe, Siberia, and North America. It is the only represe ...
habitats in Canada, unless certified by the
Forest Stewardship Council The Forest Stewardship Council GmbH (FSC) is an international non-profit, multistakeholder organization established in 1993 that promotes responsible management of the world's forests via timber certification. This organization uses a market-b ...
. The company bought organic and fair trade-grown cotton to make some of its panties in 2012.


Marketing

Since the company's founding, the mail order catalog has been its main method of marketing. Early catalogs featured lingerie-clad models holding violins and glasses of sherry. Catalog marketing shifted towards female models accompanied by men for several years in the 1980s, a practice that was eventually abandoned by 1991. In the early 1980s, Victoria's Secret used FCB/Leber Katz Partners for the development of their brand, marketing, and advertising. In 1989, FCB/Leber Katz Partners and Victoria's Secret executed a national advertising campaign with a ten-page glossy insert in the November issue of ''
Elle Elle may refer to: Arts, entertainment and media * Elle (magazine), ''Elle'' (magazine), a fashion publication ** Elle Style Awards * Elle (India), ''Elle'' (India), the Indian edition * Elle (film), ''Elle'' (film), a 2016 French film * ''Elle: ...
'', ''Vogue'', '' Vanity Fair'', ''Victoria'', ''
House Beautiful ''House Beautiful'' is an interior decorating magazine that focuses on decorating and the domestic arts. First published in 1896, it is currently published by the Hearst Corporation, who began publishing it in 1934. It is the oldest still-publi ...
'', ''
Bon Appétit ''Bon Appétit'' is a monthly American food and entertaining magazine, that typically contains recipes, entertaining ideas, restaurant recommendations, and wine reviews. Owned by Condé Nast, it is headquartered at the One World Trade Center ...
'', ''
New Woman The New Woman was a feminist ideal that emerged in the late 19th century and had a profound influence well into the 20th century. In 1894, writer Sarah Grand (1854–1943) used the term "new woman" in an influential article to refer to indepe ...
'', and ''
People The term "the people" refers to the public or Common people, common mass of people of a polity. As such it is a concept of human rights law, international law as well as constitutional law, particularly used for claims of popular sovereignty. I ...
'' magazines. Victoria's Secret used the insert to announce their expansion into the toiletries and fragrance business. The catalog, sporadic ads in fashion magazines, and word of mouth had all contributed to the company's growth before the insert. Ed Razek joined in-house branding operations at the Limited in the 1980s and increasingly began to shape the marketing and branding at Victoria's Secret. However, Razek credited Wexner as the creative force behind much of the marketing. The company gained notoriety in the early 1990s after it began to hire
supermodel A supermodel is a highly paid fashion model who has a worldwide reputation and background in ''haute couture'' and commercial modeling. The term became popular in the 1990s. Supermodels usually work for prominent fashion designers and clothin ...
s for its advertising and fashion shows. Well-known models hired in the early 1990s included Stephanie Seymour, Karen Mulder, Yasmeen Ghauri, and Jill Goodacre. The models helped the brand gain an audience and were soon featured in televised commercials. From 1995 to 2018, L Brands used the Victoria's Secret Fashion Show as a significant marketing tool. The show was a mix of "beautiful models scantily clad in lingerie" and A-list entertainers that, over time, became "less about fashion and more about show". The 2000 fashion show in France was produced with the help of
Harvey Weinstein Harvey Weinstein (, ; born March 19, 1952) is an American film producer and convicted sex offender. In 1979, Weinstein and his brother, Bob Weinstein, co-founded the entertainment company Miramax, which produced several successful independent ...
. In 1999, a 30-second Super Bowl advertisement resulted in one million visits to the company's website within an hour of airing. Victoria's Secret sued a strip-mall store in Elizabethtown, Kentucky called Victor's Little Secret over the issue of
trademark dilution Trademark dilution is a trademark law concept giving the owner of a famous trademark standing to forbid others from using that mark in a way that would lessen its uniqueness. In most cases, trademark dilution involves an unauthorized use of anoth ...
. On March 4, 2003, the US Supreme Court ruled against Victoria's Secret in '' Moseley v. V Secret Catalogue, Inc.'' on the grounds that there was insufficient proof of actual harm to the trademark. In 2004, Victoria's Secret presented an uncharacteristic advertisement with
Bob Dylan Bob Dylan (legally Robert Dylan; born Robert Allen Zimmerman, May 24, 1941) is an American singer-songwriter. Described as one of the greatest songwriters of all time, Dylan has been a major figure in popular culture over his nearly 70-year ...
as an alternative means of promoting the brand. Razek, then chief creative officer, credited Wexner himself with the idea to cast Dylan in a commercial. The ad proved to be memorable, but more out of a tendency to unsettle and baffle viewers familiar with Dylan. Victoria's Secret TV commercials, directed by
Michael Bay Michael Benjamin Bay (born February 17, 1965) is an American film director and producer. He is best known for making big-budget high-concept action films with fast cutting, stylistic cinematography and visuals, and extensive use of special eff ...
, were released in 2010 and 2012 with mixed results, regarded by critics as macho and misguided. In 2014, the company created a campaign to market its ''Body'' bra line called ''The Perfect Body'', that elicited substantial controversy for supporting only a limited and unhealthy body type. Victoria's Secret announced the appointment of Raul Martinez as head
creative director A creative director is a person who makes high-level creative decisions; oversees the creation of creative assets such as advertisements, products, events, or logos; and directs and translates the creative people who produce the end results. Creat ...
in December 2020. Martinez, formerly of
Condé Nast Condé Nast () is a global mass media company founded in 1909 by Condé Nast (businessman), Condé Montrose Nast (1873–1942) and owned by Advance Publications. Its headquarters are located at One World Trade Center in the FiDi, Financial Dis ...
, took on the role following the departure of chief executive John Mehas, who stepped down in November 2020.


Victoria's Secret Fashion Show

The first Victoria's Secret Fashion Show was held in 1995 and was
broadcast Broadcasting is the data distribution, distribution of sound, audio audiovisual content to dispersed audiences via a electronic medium (communication), mass communications medium, typically one using the electromagnetic spectrum (radio waves), ...
on
primetime Prime time, or peak time, is the block of broadcast programming taking place during the middle of the evening for television shows. It is mostly targeted towards adults (and sometimes families). It is used by the major television networks to b ...
American television Television is one of the Mass media in the United States, major mass media outlets in the United States. In 2011, 96.7% of households owned television sets; about 114,200,000 American households owned at least one television set each in August ...
. The fashion show, overseen by Ed Razek, was described by ''Newsweek'' as "a combination of self-assured strutting for women and voyeuristic pleasures for men" that made lingerie mainstream entertainment. Ken Weil, vice president at Victoria's Secret, and Tim Plzak, responsible for IT at Victoria's Secret's parent company, Intimate Brands, led Victoria's Secret's first-ever online streaming of their fashion show in 1999. The 18-minute webcast streamed February 2, 1999, was at the time the Internet's "biggest event" since inception. The 1999 webcast was reported as a failure by a number of newspapers on account of some users' inability to watch the show featuring
Tyra Banks Tyra Lynne Banks (born December 4, 1973), also known as BanX, is an American model, television personality, producer, writer, and actress. Born in Inglewood, California, she began her career as a model at the age of 15 and was the first Black A ...
,
Heidi Klum Heidi Klum (; born 1 June 1973) is a German and American model, television personality, producer, and businesswoman. She appeared on the cover of the ''Sports Illustrated Swimsuit Issue'' in 1998 and was the first German model to become a Vict ...
, and Stephanie Seymour as a result of Victoria's Secret's technology falling short being able to meet the online user demand resulting in network congestion and users who could see the webcast receiving jerky frames. In all, the company's website saw over 1.5 million visits, a number significantly higher than the 250,000 and 500,000 simultaneous viewers that Broadcast.com, the website hosting the show, was able to handle. In total, 1.5 million viewers either attempted or viewed the webcast. The 1999 webcast served to create a database for Victoria's Secret of over 500,000 current and potential customers by requiring users to submit their contact details to view the webcast. The next spring, Victoria's Secret avoided technical issues by partnering with Broadcast.com,
America Online AOL (formerly a company known as AOL Inc. and originally known as America Online) is an American web portal and online service provider based in New York City, and a brand marketed by Yahoo! Inc. (2017–present), Yahoo! Inc. The service tra ...
, and
Microsoft Microsoft Corporation is an American multinational corporation and technology company, technology conglomerate headquartered in Redmond, Washington. Founded in 1975, the company became influential in the History of personal computers#The ear ...
. By 2011, the budget for the fashion show was $12 million, up from the first show's budget of $120,000. In November 2019, Victoria's Secret canceled its runway show. In July 2021, the company said there are plans to relaunch the show, but without the Victoria's Secret Angels. In May 2024, PageSix reported that Victoria's Secret intends to bring back the fashion show after a five year-hiatus.


Victoria's Secret Angels

The company's ''Angels'' underwear collection was marketed in 1997 by a television commercial that included supermodels
Helena Christensen Helena Christensen (born 25 December 1968) is a Danish fashion model. She is a former Victoria's Secret Angel, co-founder and original creative director for ''Nylon'' magazine, and she is a supporter of funding for breast cancer organizations an ...
, Karen Mulder, Daniela Peštová, Stephanie Seymour, and Tyra Banks. In the commercial, the Angels appear in a white cloudscape in dialog with "God", played by Welsh singer Tom Jones, widely known for his fans' tradition of tossing their panties at him during shows. The spoof proved popular and the Angels, as characters, became a regular feature of the advertising as
brand ambassador A brand ambassador (sometimes also called a corporate ambassador) is a person paid by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales. The brand ambassador is meant to embody the ...
s. The term "Angel" soon became synonymous with the brand. Official Angels have greater responsibilities than other runway models for the brand, as the Angels are obliged to appear in marketing campaigns, talk shows, major runway shows, and the annual fashion show. The Angels are contracted spokesmodels for the brand, but the company is not transparent about the terms of these contracts. In 1998, the Angels made their runway debut at Victoria's Secret's 4th annual fashion show ( Chandra North filled in for Christensen). The brand's Fashion Show and the Angels were closely connected through 2018, the final year that event was held. Some of the early Victoria's Secret Angels included Inés Rivero and
Laetitia Casta Laetitia Marie Laure Casta (; born 11 May 1978)FMD profile
Retrieved 4 December 2009.
is a ...
. In 2004, the company did not hold a fashion show due to fallout from the
Super Bowl XXXVIII halftime show controversy The Super Bowl XXXVIII halftime show, which was broadcast Live television, live on February 1, 2004, from Houston, Texas, on the CBS television network, is notable for a moment in which Janet Jackson's right breast and nipple—adorned with a n ...
, and instead alternately marketed the brand via a tour called Angels Across America. Victoria's Secret sent its five contract models (Banks, Klum, Bündchen, Lima, and Ambrosio) out for the event. Victoria's Secret's Angels continued to be featured in popular culture and were chosen to be part of ''People'' magazine's annual "100 Most Beautiful People in the World" in 2007. The Angels became the first
trademark A trademark (also written trade mark or trade-mark) is a form of intellectual property that consists of a word, phrase, symbol, design, or a combination that identifies a Good (economics and accounting), product or Service (economics), service f ...
awarded a star on the
Hollywood Walk of Fame The Hollywood Walk of Fame is a landmark which consists of 2,813 five-pointed terrazzo-and-brass stars embedded in the sidewalks along 15 blocks of Hollywood Boulevard and three blocks of Vine Street in the Hollywood, Los Angeles, Hollywood dist ...
on November 13, 2007, with Klum, Lima, Ambrosio, Kurkova, Goulart, Ebanks, Marisa Miller, and
Miranda Kerr Miranda May Kerr (; born 20 April 1983) is an Australian model. She rose to prominence in 2007 as one of the Victoria's Secret Angels. Kerr was the first Australian Victoria's Secret model and also represented the Australian department store c ...
at hand. Alongside new Angel Doutzen Kroes, they also took part in the grand reopening of the Fontainebleau in Miami in 2008. In 2009, the brand held a nationwide competition for a new Runway Angel. Thousands of contestants applied; Kylie Bisutti prevailed as the winner but soon grew disillusioned and parted ways with the brand. Ellingson, Kroes, and Kloss departed after the 2014 fashion show. Several promotional tours featuring the Angels have been organized by the brand. These included the 2010 Bombshell tour, the 2012 VSX tour, and the 2013 Swim tour. In 2015, Angels featured on the brand's first '' Swim Special'' were Elsa Hosk, Martha Hunt, Jac Jagaciak, Stella Maxwell, Lais Ribeiro, and Jasmine Tookes, along with model Joan Smalls. In 2019, new Angels Leomie Anderson, Grace Elizabeth, Alexina Graham, and Barbara Palvin, were added to the roster. Palvin made her fashion show debut with Victoria's Secret in 2012, not appearing again until 2018, while Graham (the first redheaded Angel) walked in both 2017 and 2018. Anderson began walking in 2015, while Elizabeth (a PINK spokesmodel, 2016 - 2019) walked her first Victoria's Secret show in 2016. The Victoria's Secret brand has had at least 3 dozen official Angels () Other notable spokesmodels for the brand have included
Claudia Schiffer Claudia Maria Schiffer, Lady Vaughn (; born 25 August 1970) is a German model and actress. She rose to fame in the 1990s as one of the world's most successful models, attaining supermodel status. Born in Rheinberg, Germany, she initially asp ...
, Eva Herzigová,
Oluchi Onweagba Oluchi Onweagba-Orlandi (born 1 August 1980) is a Nigerian model based in New York City. Growing up in the suburbs of Lagos, she won "The Face of Africa" contest at the age of 16. Early life Onweagba (a native of Isuikwuato, Abia State) gr ...
, Jessica Stam, Ana Beatriz Barros, and Bregje Heinen, as well as celebrities such as Taylor Momsen. In 2021, the Angels were discontinued in favor of a new concept known as the "VS Collective", which features a more diverse array of models and influencers as spokespeople, such as photographer
Amanda de Cadenet Amanda de Cadenet () (born 29 February 1972) is a British photographer, and media personality based in Los Angeles, United States. She began her entertainment career in the 1990s, first as a Television presenter, presenter for British series ''T ...
,
Adut Akech Adut Akech Bior ( ; born 25 December 1999) is a South Sudanese-Australian model. Akech made her fashion week runway debut as an exclusive in the Saint Laurent S/S 17 show and went on to close both their F/W 17 and S/S 18 shows as an exclusive. ...
, actress and Miss World 2000
Priyanka Chopra Priyanka Chopra Jonas (; born 18 July 1982) is an Indian actress and producer. The winner of the Miss World 2000 pageant, Chopra is India's highest-paid actress and has received numerous accolades, including two National Film Awards and fiv ...
, Paloma Elsesser, soccer player
Megan Rapinoe Megan Anna Rapinoe (; born July 5, 1985) is an American former professional Association football, soccer player who played as a Midfielder#Winger, winger. She spent most of her career playing for Seattle Reign FC, OL Reign of the National Wom ...
, and Valentina Sampaio—the first openly transgender model to be featured on the ''Sports Illustrated S''wimsuit Issue. {, class="wikitable collapsible collapsed sortable" style="font-size:90%; width:100%;" , - ! Nationality ! Name ! Contract ! First hiring ! Runway shows , - , , Stephanie Seymour , 1997–2000 , 1992 , 1995–2000 , - , ,
Helena Christensen Helena Christensen (born 25 December 1968) is a Danish fashion model. She is a former Victoria's Secret Angel, co-founder and original creative director for ''Nylon'' magazine, and she is a supporter of funding for breast cancer organizations an ...
, 1997–1998 , 1996 , 1996–1997 , - , , Karen Mulder , 1997–2000 , 1992 , 1996–2000 , - , , Daniela Peštová , 1997–2003 , 1996 , 1998–2001 , - , rowspan="2" , ,
Tyra Banks Tyra Lynne Banks (born December 4, 1973), also known as BanX, is an American model, television personality, producer, writer, and actress. Born in Inglewood, California, she began her career as a model at the age of 15 and was the first Black A ...
, 1997–2005 , 1996 , , - , Chandra North , 1998 , 1998 , 1997-1998 , - , , Inés Rivero , 1998–1999 , 1998 , 1998–2001 , - , ,
Laetitia Casta Laetitia Marie Laure Casta (; born 11 May 1978)FMD profile
Retrieved 4 December 2009.
is a ...
, 1998–2000 , 1997 , 1997–2000 , - , ,
Heidi Klum Heidi Klum (; born 1 June 1973) is a German and American model, television personality, producer, and businesswoman. She appeared on the cover of the ''Sports Illustrated Swimsuit Issue'' in 1998 and was the first German model to become a Vict ...
, 1999–2010 , 1997 , , - , rowspan="3" , , Gisele Bündchen , 2000–2007 , 1999 , , - , Adriana Lima , 2000–2018 , 1999 , , - ,
Alessandra Ambrosio Alessandra Corine Ambrósio (; born 11 April 1981) is a Brazilian model. She is known for her work with Victoria's Secret and was chosen as the first spokesmodel for the company's Pink (Victoria's Secret), PINK line. She was a Victoria's Secret A ...
, 2004–2017 , 2000 , , - , ,
Karolína Kurková Karolína Kurková (; born 28 February 1984) is a Czech model known for her work as a former Victoria's Secret Angel and '' Vogue'' cover star. Mario Testino praised the "proportions of her body and her face, as well as her energy level", which ...
, 2005–2008 , 2000 , , - , , Selita Ebanks , 2005–2009 , 2004 , 2005–2010 , - , , Izabel Goulart , 2005–2008 , 2004 , 2005–2016 , - , , Marisa Miller , 2007–2010 , 2002 , 2007–2009 , - , , ,
Miranda Kerr Miranda May Kerr (; born 20 April 1983) is an Australian model. She rose to prominence in 2007 as one of the Victoria's Secret Angels. Kerr was the first Australian Victoria's Secret model and also represented the Australian department store c ...
, 2007–2013 , 2005 , , - , , Doutzen Kroes , 2008–2014 , 2004 , , - , , Behati Prinsloo , 2009–2019 , 2007 , , - , , Rosie Huntington-Whiteley , 2010–2011 , 2005 , 2006–2010 , - , ,
Candice Swanepoel Candice Susan Swanepoel (; ; born 20 October 1988) is a South African model. She is known for her work with Victoria's Secret. She became a Victoria's Secret Angel in 2010. In 2016, she was listed 8th on the ''Forbes'' top-earning models list. ...
, 2010–2018 , 2007 , , - , rowspan="5" , , Chanel Iman , 2010–2012 , 2008 , 2009–2011 , - , Erin Heatherton , 2010–2013 , 2008 , 2008–2013 , - , Lily Aldridge , 2010–2018 , 2008 , 2009–2017 , - , Lindsay Ellingson , 2011–2014 , 2006 , 2007–2014 , - ,
Karlie Kloss Karlie Elizabeth Kloss (born August 3, 1992) is an American model. She was a Victoria's Secret Angel from 2013 until 2015, when she resigned to study at New York University. By 2019, Kloss had appeared on 40 international ''Vogue (magazine), V ...
, 2013–2015 , 2011 , , - , ,
Kate Grigorieva Yekaterina Sergeyevna Grigoryeva (; born 15 September 1988), known professionally as Kate Grigorieva, is a Russian model. She was a Victoria's Secret Angel from 2015 to 2016. Early life Grigoryeva was born in Olenegorsk to a military family. ...
, 2015–2016 , 2014 , 2014–2016 , - , , Taylor Hill , 2015–2021 , 2014 , 2014–2018 2024 , - , , Elsa Hosk , 2015–2020 , 2011 , 2011–2018 , - , , Martha Hunt , 2015–2020 , 2012 , 2013–2018 , - , , Jac Jagaciak , 2015–2016 , 2013 , 2013–2015 , - , , Stella Maxwell , 2015–2021 , 2014 , 2014–2018 , - , , Lais Ribeiro , 2015–2021 , 2010 , , - , , Sara Sampaio , 2015–2021 , 2012 , 2013–2018 , - , , Romee Strijd , 2015–2021 , 2014 , 2014–2018 , - , ,
Jasmine Tookes Jasmine Danielle Tookes (born February 1, 1991) is an American fashion model. Early life Tookes was born and raised in Huntington Beach, California. She has a younger sister, who is 19 years her junior. She did gymnastics for ten years and was ...
, 2015–2021 , 2012 , 2012–2018 2024 , - , , Josephine Skriver , 2016–2021 , 2013 , 2013–2018 2024 , - , , Barbara Palvin , 2019–2021 , 2011 , {{ubl, 2012 2018 2024 , - , rowspan=2, {{flagcountry, UK , Alexina Graham , 2019–2021{{Cite news, url=https://www.glamourmagazine.co.uk/article/alexina-graham-victorias-secret, title='This is for my bullies!' We exclusively meet Victoria's Secret's first red-haired angel, Alexina Graham, publisher=Glamour Magazine, date=March 21, 2019, last=Newis-Smith, first=Josh , 2017 , 2017–2018 , - , Leomie Anderson , 2019–2021{{Cite news, url=https://www.aol.com/article/lifestyle/2019/04/04/leomie-anderson-announced-as-newest-victorias-secret-angel/23705896/, title=Leomie Anderson announced as newest Victoria's Secret Angel, publisher=AOL, date=April 4, 2019 , 2015 , 2015–2018 , - , {{flagcountry, USA , Grace Elizabeth , 2019–2021{{cite magazine, url=https://www.harpersbazaar.com/fashion/models/a27092140/grace-elizabeth-new-victorias-secret-angel/, title=Exclusive: Grace Elizabeth Is Now a Victoria's Secret Angel, last=Rutherford, first=Chrissy, date=April 10, 2019, magazine=Harper's Bazaar , 2016 , 2016–2018 2024 , -


Pink spokesmodels

{{Main, Pink (Victoria's Secret) {, class="wikitable collapsible collapsed sortable" style="font-size:90%; width:60%;" , - ! Nationality ! Name ! Contract , - , {{flagicon, BRA Brazil ,
Alessandra Ambrosio Alessandra Corine Ambrósio (; born 11 April 1981) is a Brazilian model. She is known for her work with Victoria's Secret and was chosen as the first spokesmodel for the company's Pink (Victoria's Secret), PINK line. She was a Victoria's Secret A ...
, 2004–2005 , - , {{flagicon, AUS Australia ,
Miranda Kerr Miranda May Kerr (; born 20 April 1983) is an Australian model. She rose to prominence in 2007 as one of the Victoria's Secret Angels. Kerr was the first Australian Victoria's Secret model and also represented the Australian department store c ...
, 2006–2007 , - , {{flagicon, NAM Namibia , Behati Prinsloo , 2008–2011 , - , {{flagicon, SWE Sweden , Elsa Hosk , 2011–2014 , - , {{flagicon, USA United States , Rachel Hilbert , 2015–2016 , - , {{flagicon, USA United States , Zuri Tibby , 2016–2019 , - , {{flagicon, USA United States , Grace Elizabeth , 2016–2019


Criticisms and controversies


Harassment and abuse

In 2019, nonprofit advocacy group
Model Alliance The Model Alliance is a New York-based advocacy group focused on research and policy for models and others employed in the fashion industry. Founded in February 2012 by model Sara Ziff along with support from others models, the Model Alliance ...
and several other publications reported on initiatives underway in California, New York and the United States aiming to protect models from harassment and sexual abuse.


Silencing of harassment complaints

After Razek left Victoria's Secret in 2019, Monica Mitro, a high-ranking executive at the company reported she had been repeatedly verbally abused by Razek during his time there. Mitro was executive vice president of public relations for the brand and was heavily involved in the production of its annual fashion show, having been one of the public faces of the brand. The day after Mitro made her allegations, she showed up to work to find she had been locked out of the building and placed on administrative leave. Though the brand claimed this decision was made prior to Mitro lodging her complaint, many believed this was a retaliatory action by the company and in late 2019 Mitro indicated she was pursuing legal action against her dismissal. It was reported in 2020 that she had settled with the brand for an undisclosed sum.


Connections with Jeffrey Epstein

Les Wexner LES or Les may refer to: People * Les (given name) * Les (surname) * L.E.S. (producer), hip hop producer Space flight * Launch Entry Suit, worn by Space Shuttle crews * Launch escape system, for spacecraft emergencies * Lincoln Experimen ...
, who acquired Victoria's Secret in 1982, as part of his retail empire, was reportedly having direct ties with
Jeffrey Epstein Jeffrey Edward Epstein ( , ; January 20, 1953August 10, 2019) was an American financier and child sex offender. Born and raised in New York City, Epstein began his professional career as a teacher at the Dalton School, despite lacking a col ...
, an American sex offender and a pedophile, which he met sometime around 1986. Wexner was also reported giving Epstein attorney powers, and have been reportedly shacked up in his "Wexner Xanadu", which is a property of Les Wexner located in
Ohio Ohio ( ) is a U.S. state, state in the Midwestern United States, Midwestern region of the United States. It borders Lake Erie to the north, Pennsylvania to the east, West Virginia to the southeast, Kentucky to the southwest, Indiana to the ...
. Wexner also reportedly gave Epstein his money, an
Upper East Side The Upper East Side, sometimes abbreviated UES, is a neighborhood in the boroughs of New York City, borough of Manhattan in New York City. It is bounded approximately by 96th Street (Manhattan), 96th Street to the north, the East River to the e ...
townhouse (which later sold for $51 million), and a
Boeing 727 The Boeing 727 is an American Narrow-body aircraft, narrow-body airliner that was developed and produced by Boeing Commercial Airplanes. After the heavier Boeing 707, 707 quad-jet was introduced in 1958, Boeing addressed the demand for shorter ...
owned by L Brands.


Racism and corporate apologies

The company has faced a number of major complaints of racism, profiling, and discrimination by both managers and employees, with several recurring issues being raised by former employees, the federal government, state governments, and customers in the United States. Each time, Victoria's Secret management or a corporate spokesperson has issued an apology and disavowed the discriminatory actions of any individual employee. Victoria's Secret has changed some employment practices, and settled some of the cases, including a $12 million settlement in California and New York reached in 2017, and a $179,300 settlement with the United States Equal Employment Opportunity Commission.


Influence on socio-cultural body image norms

In the 2008 academic research article "Victoria's Dirty Secret: How
Sociocultural {{Short pages monitor