Victoria's Secret, the well-known US lingerie brand, has launched a new adaptive line designed for people with disabilities. Presented at New York Fashion Week, this collection aims to satisfy the needs of those who need practical solutions without sacrificing style. A significant step towards inclusivity in the world of fashion.
A collection designed for everyone
The objective of the renewal process undertaken, the company states, was to make lingerie accessible and comfortable for everyone, regardless of their physical or sensorial needs.
The new adaptive line was designed to meet the needs of women with particular needs. One of the flagship items of the collection is a bra that replaces the traditional hook closure with a magnetic front opening. This solution, in addition to being practical, allows you to put on the garment with a simple click. And that's not all: the front-adjustable braces guarantee a secure and comfortable fit.
From idea to realization
The creation of this line was not at all simple. Victoria's Secret admitted that he had some initial difficulties in meeting the specific needs of people with disabilities. However, thanks to the intervention of Lydia Smith, the company's chief diversity officer, the project took shape.
The creation of the adaptive collection was possible thanks to the collaboration with Gamut Talent Management, a consultancy that has worked with brands like Adidas and Tommy Hilfiger, teaching them how to best represent people with disabilities.
Adaptive lingerie: positive feedback and future prospects
Reactions to the new adaptive collection have been extremely positive. Bri Scalesse, a New York model who uses a wheelchair, said she loves the new bra, noting how it makes her feel both comfortable and sexy.
The line, which will be available in approximately 40 selected stores in October and on the company's website, has received the Gamut Seal of Approval, a recognition that attests to its user-friendliness.
Of course, company executives argue that adaptive lingerie is also a potentially smart move, given that estimates indicate the industry will be worth $400 million by 2026, up from $278,9 million in 2017.
In summary, however, sometimes it is not just marketing. Victoria's Secret expanded its offerings, but it also sent a message loud and clear. A new chapter of inclusiveness opens in the world of lingerie.