Victoria’s Secret & Co. is focused on modernizing offerings for customers — and its newest merchandise expansion helps support that goal.
The intimates retailer has introduced three new frames to its T-shirt bra collection, with sizes ranging from XS to XXL and 32A to 40DD. The newly added frames include the V Bralette, the High Neck Bralette and the Short Sleeve Crop Bralette. The collection's prices range from $12.50 to $49.95. The updated collection is available online Wednesday and in select stores worldwide starting on Feb. 19.
“We've really thought about the sort of craftsmanship of even our most everyday, foundational bras,” Victoria’s Secret Brand President Anne Stephenson told Retail Dive in an exclusive interview. “We've been doing a lot of work to continue to upgrade and innovate and elevate all of our bras.”
A new marketing campaign for the line’s update features models including Adriana Lima, Anok Yai, Candice Swanepoel, Paloma Elsesser and more.
The collection includes both wireless and underwire styles that are meant be nearly invisible under a T-shirt. That can create a level of comfort for wearers that also boosts confidence, according to Stephenson.
“I think most women feel the sexiest when they feel confident,” she told Retail Dive. “Comfort and sexy are not two separate things. They live very closely together.”
Allowing the company’s core customer to decide what products make her feel sexy is a sentiment often reiterated by Victoria’s Secret & Co. CEO Hillary Super. The executive joined the company in 2024 after leading the intimates brand Savage x Fenty.
“Comfort and sexy are not two separate things. They live very closely together.”
Anne Stephenson
Victoria’s Secret Brand President
The new era of sexy at Victoria’s Secret is about letting the core customer define beauty on her own terms, as Super described it during an earnings call with analysts in December, adding that the retailer is focused on offering “an expanded product assortment that empowers her to feel exactly how she wants.”
For the company’s T-shirt bras, that means new logo detailing and material upgrades in addition to the new frame silhouettes. The T-shirt bra collection was the last core bra offering from Victoria’s Secret that didn’t include memory foam, Stephenson noted.
The brand president first started working at Victoria’s Secret in 2001, then returned to the company in 2023 after working at Full Beauty Brands and Torrid for several years.
The Victoria’s Secret of today is very different than when she first started working at the company several decades ago, Stephenson said.
“We've finally figured out how to modernize both our approach and our relationship with the customer and how we think about the diversity of expression and inclusivity,” she told Retail Dive. “We weren't broken in many ways, but there were other things that really needed modernization and really needed a fresh approach ... I think [Hillary] also understood how important really having a highly calibrated approach to product and innovation were.”
The new strategy has largely been successful for the company. It’s third quarter net sales increased more than 9% year over year to $1.5 billion, with full-price selling increasing during the period.
