Victoria’s Secret, long criticized for its promotion of impossibly thin models, has launched its first collection of bras and panties catering to the needs of women with disabilities.
The underwear line – available at Victoria’s Secret and its sister brand PINK – is an inclusive take on the lingerie giant’s Body by Victoria and Wear Everywhere collections, the company said in a press release.
Dubbed the Adaptive collection, it includes bras priced at $36.95 that feature a magnetic front closure and front adjustment straps to accommodate customers with disabilities.
The matching panties retail for $16.50 also feature magnetic closures at each hip.
A style called adaptive bikini panties are designed to be worn during menstruation.
Victoria’s Secret said it developed the collection in partnership with GAMUT Management, a talent agency exclusively representing people with disabilities, and the nonprofit Runaway of Dreams, which works to make the fashion industry more inclusive.
Representatives for Victoria’s Secret did not immediately respond to The Post’s request for comment.
Victoria’s Secret is just the latest mainstream brand to cater to consumers with disabilities, although it is late to the lingerie industry.
Rival Aerie launched a campaign called Aerie Bras Make You Feel Real Good in 2018, in which advertisements featured women with physical disabilities and chronic illnesses, posing on crutches or in wheelchairs or displaying their permanent medical accessories as colostomy bags and diabetes monitors.
Also in 2018, Victoria’s Secret disbanded its Incredibly Thin Angels and has only just begun its quest to embrace bodies of all shapes, sizes and abilities.
The size 0 and washboard abs that plagued the televised Victoria’s Secret Fashion Show were part of the reason its once-iconic annual fashion show — at least as fans knew it — was canceled before its edition 2019.
However, Victoria’s Secret announced that it would bring back the popular show after a four-year hiatus in a pre-recorded film released on Amazon Prime Video on September 26.
In 2021, Rihanna’s ultra-inclusive lingerie brand Savage
Victoria’s Secret’s delay in becoming more inclusive could explain why the company has struggled with sagging sales in recent years, losing market dominance to companies like Aerie, Savage X Fenty and Kim Kardashian’s Skims, which was recently valued at $4 billion.
The retailer generated $348 million in profits in 2022, a sharp decline from the $646 million made in 2021.
New York Post