Damon Mcknight
Victoria's Secret is a lingerie brand that has attracted a large customer base worldwide, including in Australia. However, some Australian women have expressed mixed feelings about the brand due to its outdated portrayal of femininity and boudoir-style lingerie, prioritizing comfort and modern ideals of lingerie over decoration. The brand's lingerie has been described as old-school and uncomfortable, with some women opting for alternative brands that align with their values and offer more comfortable options. Ultimately, Australian women prioritize their autonomy, comfort, and self-confidence in their lingerie choices, and they are not solely influenced by brands or trends.
| Characteristics | Values |
|---|---|
| Victoria's Secret's version of femininity | outdated |
| Victoria's Secret's lingerie | old-school, boudoir-style, itchy, uncomfortable, made to be worn for five minutes |
| Australian women's lingerie preferences | comfort over decoration, modern ideals |
| Victoria's Secret customers | defensive |
| Victoria's Secret in Australia | quite plain, affordable |
| Victoria's Secret | a brand concerned with wealth and consumption-obsessed groupthink |
| Australian lingerie brands | Silent Arrow, In Bed, Project REM, Le Buns, Jockey, Nala, Boody, Bonds |
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What You'll Learn
Victoria's Secret's outdated version of femininity
Victoria's Secret has long been associated with a particular stereotype of femininity that may not resonate with modern women. The brand's cultural influence is significant, and it has played a role in shaping society's view of female sexuality and beauty ideals. The company's '"Angels" campaign featured supermodels such as Heidi Klum, Tyra Banks, and Gisele Bündchen, who posed in lingerie, often with G-strings, stilettos, and wings. This imagery contributed to a widely accepted stereotype of femininity characterised by a specific body type and sexual availability.
However, in recent years, Victoria's Secret has faced scrutiny for its outdated portrayal of women. The brand has been criticised for promoting unrealistic body standards and a narrow view of hyper-conformist femininity. The "Angels" were often white, skinny, and hyper-sexualised, perpetuating a stereotype that many women found objectifying and outdated.
In response to this criticism and a decline in sales, Victoria's Secret attempted a brand turnaround, aiming to redefine the version of "sexy" that the company represents and sells. They introduced the VS Collective, a group of women famous for their achievements rather than their proportions, including soccer star and gender equality advocate Megan Rapinoe and plus-size model Paloma Elsesser. The company pledged to advocate for women, embrace body positivity, and promote diversity by including disabled, transgender, and plus-size models.
However, despite these efforts, Victoria's Secret's "woke" rebrand was met with scepticism and criticism. Some viewed it as hypocritical and too little too late, especially considering the brand's connections to Jeffrey Epstein and its entrenched misogynistic culture. The attempt to reverse the rebrand by bringing back "sexy" further alienated customers who felt that the brand was treating them like "mugs."
In conclusion, Victoria's Secret's previous portrayal of femininity was outdated and objectifying, and their attempts to rebrand have not been well-received. The company's influence on society's view of female sexuality and beauty ideals may be waning as consumers seek more authentic and inclusive representations of women.
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Comfort vs decoration
On one hand, Victoria's Secret is associated with its iconic wings, lace, and grandiose designs, which some may see as outdated and uncomfortable. In the past, the brand has been criticised for its old-school, boudoir-style lingerie, which prioritised how women looked over how they felt. This decorative lingerie is often uncomfortable and not designed to be worn for extended periods, which many women now find unacceptable.
On the other hand, Victoria's Secret also offers more comfortable options, including T-shirt bras and underwear. These items favour modern ideals of lingerie that prioritise comfort over decoration. Some women appreciate the confidence and empowerment that come from wearing attractive lingerie, even if it's just for themselves.
It's important to note that Australian women, like women worldwide, have diverse preferences and will wear what they like. Some may choose Victoria's Secret for its comfort or style, while others may prefer other brands that align with their values or offer better quality. Ultimately, it's about choosing what makes you feel good, whether that's comfort or decoration, or a balance of both.
As Silent Arrow's founder, Kelly Barrett, said, lingerie can be empowering, but it should be for yourself. So, whether Australian girls like Victoria's Secret or not, they should feel free to make their own choices and feel comfortable and confident in their lingerie selections.
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Empowerment and self-confidence
Victoria's Secret is a lingerie brand that has attracted a lot of Australian female customers. However, some Australian women have expressed mixed feelings about the brand, especially concerning its version of femininity, which some consider outdated. Nevertheless, the brand's expansion into Australia has prompted discussions about lingerie choices and women's empowerment.
Some Australian women view lingerie as a form of self-expression and a way to feel confident and empowered. They choose lingerie that makes them feel good, regardless of whether it adheres to conventional standards of sexiness or femininity. This attitude aligns with the modern ideals of lingerie, which emphasise comfort and individual expression over decoration and external perception. By embracing comfort and their own preferences, Australian women are challenging societal expectations and asserting their right to make choices that enhance their self-confidence and sense of empowerment.
In addition to seeking comfort and self-expression, Australian women are also challenging traditional gender norms and the objectification of women. They are tired of being perceived as existing solely for the pleasure, gaze, and enjoyment of men. By prioritising their autonomy and comfort, they are shifting the focus of lingerie from being solely about sex and decoration to being about self-empowerment and individual expression. This shift empowers women to make choices that align with their values and beliefs, free from the constraints of societal expectations or gender norms.
The discussion around Victoria's Secret's expansion in Australia highlights the evolving nature of the lingerie industry and women's empowerment. Australian women are embracing a diverse range of lingerie brands, including those that support charitable causes or promote body positivity. By making conscious choices about the lingerie they wear, Australian women are not only expressing their personal style and comfort preferences but also contributing to a broader cultural shift that values women's empowerment and self-confidence.
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Victoria's Secret's brand perception
Victoria's Secret is a lingerie brand that has attracted a lot of attention from Australian women. However, the brand's perception among Australian girls is mixed. Some Australian women view Victoria's Secret as a brand that embodies outdated notions of femininity, with its focus on lace, grandiose designs, and push-up bras that prioritize appearance over comfort. They believe that lingerie should be about empowerment and comfort, worn for oneself rather than for others. This perspective aligns with a shift in consumer preferences towards brands that prioritize comfort and modern ideals of lingerie, such as Silent Arrow, In Bed, Project REM, and Le Buns.
On the other hand, some Australian girls are attracted to the brand due to its perception of luxury and trendiness. The brand appeals to young women who are excited by the idea of consuming luxury goods, regardless of their actual utility. This perception is particularly prevalent among wealthy individuals who view expensive purchases as a display of wealth and status. Additionally, some women appreciate the perceived durability and comfort of Victoria's Secret products, even if they cannot always afford them.
Cultural differences also play a role in brand perception. For example, an individual from Singapore shared their perspective that in their more conservative Asian country, Victoria's Secret lingerie is primarily worn for sexual experiences or when one has a partner. In contrast, they observed that in Australia, lingerie is worn more for empowerment and self-confidence. This cultural difference highlights how the brand's image can vary depending on an individual's background and societal norms.
Overall, while Victoria's Secret has a significant presence in Australia and appeals to a certain demographic, it faces competition from brands that better align with modern values of comfort, female empowerment, and social responsibility. Australian women are increasingly making choices that reflect their values and priorities, impacting their perception and support for specific lingerie brands.
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Alternative lingerie brands in Australia
Victoria's Secret is a well-known lingerie brand in Australia with over 30 million followers on Facebook and 76,000 followers on Instagram. However, there are many alternative lingerie brands in Australia that offer unique and high-quality products. Here are some of the most notable ones:
First Thing
First Thing is an Australian lingerie brand that prioritises comfort without compromising style. Their lingerie is made with soft and stretchy fabric that is breathable and cooling, ensuring customers feel good all day long. Their designs are minimalist and flattering, with cuts and fabrics that guarantee comfort.
Aimee-Cherie Intimates
Aimee-Cherie Intimates is a Melbourne-based lingerie brand that creates wireless, sustainable, and luxurious lingerie. The brand's founder, Aimee Kendall, describes it as an "angsty, romantic and nostalgic love project." They use a made-to-order model to minimise waste and ensure no leftover stock.
Maiki
Maiki is a Melbourne-based lingerie brand that creates delicate and classic pieces using ethically sourced materials at affordable prices. The brand was founded by Melitta Gardner, who identified a gap in the market for luxurious lingerie in Australia. Maiki's lingerie features refined and detailed lacework in black and white.
House of Blyss
House of Blyss is another Melbourne-based lingerie brand that creates affordable and whimsical silk lingerie from designer deadstock fabrics. The brand was founded by Alyssa Schneider, who wanted to create lingerie that is sexy, sustainable, and affordable. Their products are made-to-order and come in sizes XS to XL.
Chouchou Intimates
Chouchou Intimates is a Sydney-based lingerie brand that combines feminine, rebellious, and vintage glamour. They offer a range of lingerie styles, from polka-dot mesh underwear to satin knickers that can be personalised.
Other Notable Mentions
- Vege Threads: An Ethical Clothing Australia-accredited brand that creates sustainable and ethical lingerie from simple, bright designs using organic cotton, merino wool, and econyl.
- Hopeless Lingerie: A Melbourne-based brand that creates made-to-order ethical lingerie with the option of custom sizing.
- Nala: A brand that prioritises comfort, affordability, and ethical production standards, offering inclusive sizing with bras up to an Australian band size 26 and an H cup.
- Savage X Fenty: Rihanna's lingerie line offers beautiful intimates for all genders and bodies, with sizes ranging from XS to 4XL.
- Hara The Label: A brand that creates dreamy bamboo underwear sets with natural plant-based dyes, offering a range of unpadded bras and undies in various colours.
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Frequently asked questions
Women in Australia, as elsewhere, have varying preferences. Some women like the brand for its comfort and durability, while others find its version of femininity outdated.
Some Australian women buy from Victoria's Secret for self-confidence and empowerment.
Some alternative lingerie brands in Australia include Silent Arrow, In Bed, Project REM, Le Buns, Jockey, Nala, and Boody.
