Hey Vickie—mind if I call you that? “Victoria’s Secret” feels a bit formal for our friendly chat today. I’ve heard about your big rebranding, and honestly, as a plus-size woman, I’m pretty thrilled.
To be real, your store has often been a letdown for people like me. And when I say “people like me,” I mean not just plus-size individuals but all those who fall outside the narrow definition of desirability often portrayed in media. This includes fat women, trans women, non-binary folks, and those with disabilities—basically everyone who would never fit the mold of a Victoria’s Secret Angel.
I’ve stepped into your stores a few times, mostly to grab perfume or lotion. I used to be obsessed with a lip gloss you carried, and I miss it dearly. I went shopping with my thinner friends countless times, but when it came to finding lingerie for my curvy body, I often had to look elsewhere. For years, I was resigned to the uninspired plus-size sections, but thankfully, things have improved recently.
When I heard about your decision to rebrand, my first thought was, “Finally!” I’m excited about replacing the Angels with a diverse group of women who can actually represent what real customers want. However, I believe you should consult someone who embodies a broader range of sizes than just a 14. If you need additional feedback, I’m happy to help.
That said, I also recognize the risk of this being a case of “too little, too late.” I sense your organization is aware of this, which is why I’m watching your rebranding journey with hope rather than skepticism.
As a plus-size individual, I want to express my frustration over how your Angels and fashion shows have contributed to a culture that has negatively impacted many, including myself. In 2021, it’s easy to find brands that prioritize inclusivity and diversity, so I don’t necessarily need you. But I can’t help feeling hopeful about a future where I can walk into Victoria’s Secret with my friends—whether they’re non-binary, post-mastectomy, or straight-sized—and all of us can find something that fits and feels good!
Seventeen-year-old me dreamt of carrying a new bra home in one of those iconic pink striped bags instead of the plain white bag from JC Penney. Now at thirty-six, I still want to be a Victoria’s Secret shopper.
So if you’re open to suggestions, I’ve compiled a few ideas for your new and improved space:
- Make “inclusive sizing” truly inclusive. Have you heard of Savage X Fenty? Founded by Rihanna, they offer sizes XS to 3X, and I think Victoria’s Secret could follow their lead by expanding your size range. Why not include 4X and even 5X in-store? Allow all shoppers to browse in person instead of being limited to online options.
- Show models who reflect us. Let’s see real people on your runway. Use models of all sizes—extra small to plus size, including trans women and non-binary individuals. There are so many diverse bodies that need your products! Showcase everyday individuals rather than just unattainable ideals.
- Offer gender-neutral options. Not everyone with breasts identifies as a woman, and many people across the gender spectrum need bras that prioritize comfort over aesthetics. Keep this in mind and create options that cater to everyone.
- Redefine “sexy” without losing it. I hope your rebranding doesn’t mean abandoning the concept of sexy. Many of us still want to feel alluring and confident. I just want to share that space with a wider range of bodies and experiences.
Ultimately, I want to see your rebranding create a welcoming space for shoppers who have historically been excluded. I don’t want Victoria’s Secret to become a relic of the past—it should evolve into a place that embraces all bodies, moving away from a male-centric view to something that resonates in this modern era.
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Summary:
The author, a plus-size woman, shares her excitement about Victoria’s Secret’s rebranding while offering four key suggestions for creating a more inclusive and diverse shopping experience. These include expanding size ranges, showcasing a variety of body types, providing gender-neutral options, and maintaining a sense of sexy without exclusion.