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Welcoming All Women & Experiences

We’ve centred ourselves around what our customer wants and needs – making sure that they are proud to shop at Victoria’s Secret. We have moved from promoting an exclusionary view of what’s sexy, to celebrating all women throughout every phase of their lives.

We will continue this work and look to be an industry leader in retail innovation, fashion, sustainability, and continuous ingenuity—getting to the heart of what our diverse customer base wants.

Representation in Marketing

We understand the importance of representing a wide and diverse cast in each and every campaign. For example, with Love Cloud—our most-recent large-scale bra launch—we invited women of different ages, backgrounds, abilities, and experiences to embrace how these styles are made for anyone at any stage of life.

Our Mother’s Day campaign was looked at through a similar lens—bringing together generations of diverse women to speak to their unique experiences. We’re proud and honoured to be a space where everyone feels included, and we will continue to strive for this level of representation in everything we do.

Size Inclusivity

As one of the most size-inclusive lingerie brands, we pride ourselves on being a retailer that ensures women will find pieces that make them feel confident.


We have rolled out a more size-inclusive display. Our mannequins no longer represent an unobtainable beauty standard; rather, they showcase varying body types so all customers feel welcome. 


Our core collections now offer bands up to 38 and cups up to DDD.

The Store of the Future

We developed an experience modelled specifically to address what our customers wanted. This includes easy navigation, a better fitting room experience, and checkout technology updates. We’ve restructured the store to more easily navigate between VS and PINK, so the customer can easily flow from one space to the next. We are also committed to having all stores represent the new Victoria’s Secret online presence. We created an atmosphere where women feel inspired by products and experiences that uplift and champion them in every stage of their lives.


We design each style with you in mind—made to provide support wherever life takes you. Whether that’s through your monthly cycle, a postpartum experience, or somewhere in between—our collections care for you in pure comfort and beauty.

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