Victoria’s Secret and Maidenform Target New Audiences
Victoria’s Secret & Co. launched its first-ever collections of adaptive intimates Tuesday.
VS&Co developed the new VS and Pink Adaptive lines with support from Gamut Management, a consulting and talent management agency working with and for people with disabilities. The intimates company incorporated feedback from people with disabilities “throughout every step,” it said, including wear testing, focus groups and panels.
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“Having VS and Pink Adaptive available in both Victoria’s Secret and Pink’s most popular collections, featuring easy wearability and comfort in such beautiful styles and colorways is incredible–and we are so proud to share them both online and in select stores to meet the needs of women with disabilities,” Janie Schaffer, chief design officer at Victoria’s Secret, said in a statement.
The new adaptive pieces—available within Victoria’s Secret’s Body by Victoria and Pink’s Wear Everywhere collections—feature magnetic closures, sensory-friendly fabric and adjustable and convertible front straps. The VS Adaptive bras come in cups B-G and bands 32-44 and VS Adaptive panties in sizes XS-XXL. Pink’s Adaptive bras are available in cups A-DDD and bands 32-42 and Pink’s Adaptive panties in sizes XS-XXL. Prices start at $16.50 for panties and $36.95 for bras.
Victoria’s Secret and Pink represent the first intimate brands to earn Gamut’s “Seal of Approval,” VS&Co said. Gamut launched its certification in July last year, with the first Gamut-approved product—an adaptive backpack from Adidas—hitting shelves this past summer. Gamut has worked with other companies as well, including Kohl’s. In September 2022, the retailer released a slew of adaptive apparel products that it designed in partnership with Gamut, including from its private-label brands Sonoma Goods for Life, Tek Gear and So.
“As the first intimates brand to earn the Gamut Seal of Approval, we are honored to have partnered with Victoria’s Secret and Pink throughout the creation of VS and Pink Adaptive to ensure an authentic approach of integrating women with disabilities throughout the go-to-market journey,” Mindy Scheier, founder and CEO of Gamut Management, said in a statement.
Also this week, Maidenform, the HanesBrands-owned shapewear brand, launched a line of “modern,” “buttery soft” intimates designed to appeal to “young-minded” consumers. Entitled M, the collection brings “modern” cuts to innerwear essentials that can double as outerwear, the brand said. It includes 19 styles across underwear, bras and bodywear and ranges in price from $5.50 to $42. Items come in neutrals, as well as “bold fashion colors” like Popsicle Pink and Urchin Teal.
“Throughout its iconic history, Maidenform has listened to its consumers by innovating and designing products that are loved by generations,” Sandra Moore, vice president of brand marketing, innerwear for HanesBrands, said in a statement. “M continues this tradition, serving up a major dose of style, confidence, empowerment, and unparalleled comfort.”
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