Bralette un­does brand

Weekend Argus (Saturday Edition) - - NEWS -

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

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