The fight between Victoria’s Secret and Savage X Fenty in the underwear industry has become one of the most talked about in recent years. Each of these brands has its own identity and approach, and they aim to appeal to sometimes very different market segments, although both dominate the underwear world in a significant way.
Victoria’s Secret between traditional and glamour
Victoria’s Secret, founded in 1977, has long been the icon of sexy underwear, with extravagant fashion shows, famous models (the Victoria’s Secret Angels), and an image of luxury associated with refined lingerie products. The brand has dominated the global market for decades, but has recently faced challenges related to its marketing practices and its representation of femininity.
Victoria’s Secret is traditionally seen as a brand focused on glamour, elegance and sexuality. It has long attracted a clientele looking for products that flatter the figure, with an emphasis on an ideal of classic feminine beauty that is Western and, above all, slender.
This year, the brand finally made a comeback after several years’ absence. A rather successful return on social networks, as well as a collaboration with Italian designer René Caovilla.
To mark the occasion, we were treated to legendary supermodels such as Carla Bruni, Adriana Lima, Tyra Banks and Kate Moss, as many designers have done in the past.
But isn’t the awakening to diversity late in coming for a brand that had the opportunity to include all women?
Savage X Fenty: inclusion above all else
The underwear brand launched by Rihanna in 2018, has quickly established itself as a benchmark in the underwear industry, particularly thanks to its inclusive vision and bold approach to the body and sensuality. Savage X Fenty has reinvented the concept of the fashion show with its annual show, which blends performance, fashion, music and dance. Rather than just a classic underwear show, it’s a musical show with artists singing and dancing. All genders, bodies, colours and disabilities are represented.
Savage X Fenty dominates the world of underwear, as the brand sets itself apart by showcasing models of all sizes, shapes, skin colours and ethnic backgrounds. Rihanna wanted to create a brand that celebrated diversity and inclusion, offering sizes from XS to 3X (and more). This approach has revolutionised the lingerie industry, which has traditionally been dominated by strict beauty criteria. There is not one type of beauty, but many.
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