Bralette undoes brand
LONDON: Victoria’s Secret is known for its luxurious lacy lingerie.
But the underwear company has a problem – younger women are looking for comfort over glamour.
With shares in its parent firm, L Brands Inc, down 29 percent this year, the US company has been forced to focus on more natural-looking products.
The company which once boasted a £1 million diamond-encrusted fantasy bra, is now claiming in adverts that “no padding is sexy”.
Shelves are being stocked with more sports bras and a new collection of bralettes – bras without underwire or padding – were also launched in April.
Victoria’s Secret is adapting to a shift towards “athleisure” wear that has affected the entire undergarment industry.
The multibillion- pound company built its empire in the 1990s with the heavily-padded Miracle Bra, which was designed to enhance cleavage.– Daily Mail