Victoria’s Secret & Co. launched its new adaptive styles in select stores and online Tuesday — opening up the aperture on its brand transformation and welcoming in a new customer base.
“People with disabilities are one of the most underrepresented and underserved minority groups in the world,” the company said in a statement. “As a global brand and workforce, VS&Co has a responsibility to connect with, listen to and empower people with disabilities, caregivers and their allies to drive meaningful change within the global fashion industry.”
The company took its Body by Victoria and Wear Everywhere lines and adjusted them to ensure they catered to people with disabilities — under both the Victoria’s Secret and Pink brands.
Adaptive bras and panties have magnetic closures, sensory-friendly fabric, one-piece construction, adjustable straps and a bikini silhouette with mid-rise coverage.
Prices start at $16.50 for panties and $36.95 for bras.
After years of being criticized for promoting too narrow a view on attractiveness — and falling out of step with consumers and investors — Victoria’s Secret has been reworking its image to one that’s more inclusive.
It’s been a journey and is still underway.
Likewise, the company has been methodically addressing its adaptive blindspot.
Starting at home, Victoria’s Secret launched inclusion resource groups for associates with disabilities, allies and caregivers last year.
The firm also partnered with Gamut Management, a consulting, talent and accreditation firm that works exclusively working with and for people with disabilities.
“As the first intimates brand to earn the Gamut Seal of Approval, we are honored to have partnered with Victoria’s Secret and Pink throughout the creation of VS and Pink Adaptive to ensure an authentic approach of integrating women with disabilities throughout the go-to-market journey,” said Mindy Scheier, founder and chief executive officer of Gamut.