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regular-article-logo Tuesday, 14 May 2024

Victoria Secrets no more

The world’s most famous lingerie brand is on a correction course

The Telegraph Published 24.06.21, 03:47 AM

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As if Barbie going green was not enough. The world’s most famous lingerie brand is on a correction course, too.

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“Victoria’s Secret Angels, those avatars of Barbie bodies and playboy reverie, are gone. Their wings, fluttery confections of rhinestones and feathers that could weigh almost 30 pounds, are gathering dust in storage. The ‘Fantasy Bra’, dangling real diamonds and other gems, is no more,” says a New York Times report.

It adds that the above have been replaced by seven women known for their achievements, by which is not meant body size. One of the seven is Priyanka Chopra Jonas. The others include the pink-haired, gender activist soccer star Megan Rapinoe, Eileen Gu, a Chinese American freestyle skier and Paloma Elsesser, inclusivity activist who was on the cover of Vogue.

The brand is stepping out out of the bondage of stereotypes, misogyny and the male gaze that seems to have been the founding ideas of the bras so far. Whose fantasy was the Fantasy Bra anyway? Instead the brand will now look at what women really want. It will make sensible bras for all types of bodies. Mothers will have a special place in the new scheme of things.

Two developments seem to have played a role: the company owner’s relationship with sex offender Jeffrey Epstein and reports of a pervasive misogynist culture within the company; and dropping sales. The brand has had a lot of competition of late.

Just a twinge of regret. Angels wearing bras were ridiculous and outrageous, and misogyny should be dealt with as a conscious practice. But one feels that the revision may cut down some of the spectacle as well. Victoria’s Secret meant a certain age, a certain excess and a certain mood. One wishes all wicked fun did not have to be trimmed down. Maybe some women actually wear naughty lingerie because they like to be in it?

But then why do men hardly wear gem-encrusted underwear? Briefs from which dangle real diamonds? Why aren’t men’s undergarments even called lingerie? No easy answers. Maybe a revolution waits there.

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