Victoria’s Secret Debuts Inclusive Online Marketplace For Woman-Led Businesses
Image via VS&Co-Lab
Walking away from its problematic past, Victoria’s Secret wants to be an empowering brand for women (and, in recent months, men too). Its latest venture extends its push for inclusivity to bold female business owners in fashion.
The lingerie label has opened an inclusive digital marketplace called VS&Co-Lab, which transfers the spotlight to the intimates, swimwear, and lifestyle products of up-and-coming, third-party brands.
Through this platform, emerging fashion and lifestyle brands “that align with [Victoria’s Secret’s] values of innovation and inclusivity” are able to sell their offerings under the Victoria’s Secret umbrella, which the company hopes will help level the playing field in the saturated industry.
At present, the curated marketplace is home to 19 stores, of which 75% are founded, owned, or led by women. These include BFye, a body-positive swimwear brand launched by Nigerian American designer Buki Ade (whose wares are pictured in the photo above); Bluebella, a luxury lingerie label founded by Emily Bendell; and For Love & Lemons, a 100% woman-led clothing and lingerie business.
VS&Co-Lab could propel “economic empowerment for women and people of color,” Patti Cazzato, head of emerging businesses at Victoria’s Secret, shares in a press release.
Moving forward, Victoria’s Secret hopes to expand the service to support more minority voices with “a differentiated view of the marketplace, customer and category,” it adds.
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[via Retail Dive and Total Retail, cover image via VS&Co-Lab]
