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Agenda-setting intelligence, analysis and advice for the global fashion community.

Victoria’s Secret Is Embracing Amazon. Should Others?

Retailers have long regarded the e-commerce behemoth as an existential threat, but it’s becoming increasingly difficult to ignore the benefits of selling on the platform — especially when a sales boost is badly needed.
Victoria's Secret models in skin-tone bra and sarongs.
In 2021, Victoria's Secret announced it would overhaul its overtly sexualised marketing and instead embrace a more inclusive approach with a new slate of ambassadors including soccer star Megan Rapinoe, plus-size model Paloma Elsesser, and trans model and activist Valentina Sampaio. (Victoria's Secret)

It’s generally the case that brands partner with Amazon — and accept all the baggage that comes with that — because they have to. Victoria’s Secret is no exception.

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