VICTORIA’S SECRET launches bralettes just in time for festival season


BY MARY NEALON

Victoria’s Secret has released a line of bralettes ….. The softer, non-padded style is a slight deviation from the brand’s more prominent iconic ultra-sexy padded push-up looks, but is still decidedly on-brand. The campaign images featuring Elsa Hosk, Taylor Hill, and Martha Hunt are sun-kissed, breezy, playful, and definitely still sexy. Although the look and timing may seem like an ode to music festival season-which indeed has become a mini fashion season in and of itself- it’s simply what customers want and is in line with the relaxed, cool girl vibe that’s currently perpetuating the fashion sphere.

No padding is sexy now. And a lot of our customers are asking for it. It’s about natural, and freedom, and cool, and another kind of sexy. It’s not just a trend, or the festival look of the moment. It’s another option – an alternative to padded push ups, one that we believe has staying power.

– Ed Razek, CMO of Creative Services of Limited Brands

Bralettes from Victoria’s Secret makes so much sense that it’s a bit surprising that it hasn’t already happened. We  think it’s a brilliant move, inspired by festivals or not, to release them at this time of year. It’s no coincidence that Coachella starts this weekend, and the video portrays this girl squad strutting through a whimsical field. Snapshots of the video are reminiscent of any it-girl’s festival Instagram posts, especially the frame of the three girls walking arm in arm. The timing and marketing of the release are the perfect combo to strike a chord with customers’ secret aspirations to be one of these carelessly glamorous girls, not to mention providing loads of ideal  content for its millions of social followers.

Models |  Elsa Hosk, Taylor Hill & Martha Hunt


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