In this article:
- Victoria’s Secret new inclusive marketplace, dubbed VS&Co-Lab, is available via VictoriasSecret.com
- VS& Co-Lab is part of Victoria’s Secret new marketing approach
Victoria’s Secret is all about inclusion nowadays.
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The retailer has launched VS& Co-Lab, a curated inclusive marketplace, as a new section on VictoriasSecret.com. VS&Co-Lab will showcase brands that align with its values of innovation and inclusivity.
Initially, a collection of 19 brands will be featured, 75% of which are founded, owned, or led by women. Victoria’s Secret recently acquired a minority stake in two of the featured brands: For Love & Lemons and Frankies Bikinis. Other brands on VS&Co-Lab include D+ lingerie company Mindd and Nigerian-American designer Buki Ade’s BFyne swimwear.
“In a sea of sameness, it is crucial for any partnership to be with a business that aligns with our values,” said Buki Ade. “VS&Co-Lab’s mission to provide a platform for breakthrough voices, like BFyne, is vital to push forward diverse perspectives.”
Victoria’s Secret said the new marketplace is committed to investing further with minority ownership in diverse brands that offer a differentiated view of the marketplace, customer, and category.
VS& Co-Lab is part of Victoria’s Secret new marketing approach, which tries to distance itself from the sexualized marketing it relied on in the past. Other initiatives include a female-empowerment collective of big-name influencers and more inclusive merchandising.
“As one of the world’s most recognizable companies among women, and with nearly 90% of our store associates worldwide identifying as women, we have a responsibility to ensure women can advance and thrive in every aspect of their lives,” says Patti Cazzato, Head of Emerging Businesses for Victoria’s Secret. “Through leveraging the strength of Victoria’s Secret and our passionate customer base, we are meeting consumers where they are while simultaneously partnering with small businesses to drive economic empowerment for women and people of color.”