originally posted to the class magazine, “Hilltown Edge,” on October 19th, 2023.
Victoria’s Secret Launches “Adaptive Intimates”
Following their Runway of Dreams debut at NYFW in September, “Adaptive Intimates” are now available in select stores and online. Is the VS&Co company truly looking to revolutionize lingerie for those with disabilities, or just restore their brand image?
The lingerie was made possible from VS&Co’s involvement with GAMUT, an agency that works specifically, among other things, to destigmatize and help disabled persons find modeling jobs. These bras and panties feature magnetic closures, adjustable and removable straps, as well as sensory friendly fabric.
Since the cancellation of their Victoria’s Secret Fashion Show in early 2018, and the social and cultural cancellation of the overall Victoria’s Secret brand, the VS&Co company has tried hard to improve their social consciousness. Including women of color in higher positions within the corporate company itself, and bringing LGBTQIA+ and transgender models to the runway were examples of solutions found by the company, but many consumers still don’t buy it.
Victoria’s Secret is not the first company to use disabled models in their runway shows, or create products with the intention of accessibility. In the same year, Rhianna’s Savage X Fenty lingerie line debuted itself on the same stage, and was met with overwhelming positivity and sales revenue.
Via WWD, “People with disabilities are one of the most underrepresented and underserved minority groups in the world,” the company said in a statement. “As a global brand and workforce, VS&Co has a responsibility to connect with, listen to and empower people with disabilities, caregivers and their allies to drive meaningful change within the global fashion industry.”
In 14 different colorways, the “Adaptive Intimates” bras retail at $36.95 and the panties at $16.50.