Dive Brief:
- Following an investment in the smaller brand last year, lingerie retailer Victoria’s Secret has released its first exclusive swimwear collection with Frankies Bikinis, according to a press release shared with Retail Dive.
- The spring collection launched Wednesday in stores and online. It features one-piece swimsuits and bikinis, as well as loungewear sets inspired by Victoria’s Secret colors and iconic symbols such as wings.
- Prices for the Frankies Bikinis for Victoria’s Secret collection start at $45 and sizing ranges from XS to XL.
Dive Insight:
The collaboration between Victoria's Secret and Frankies Bikinis was inspired by memories of shopping at the mass retailer, according to Frankies Bikinis’ founder and Creative Director Francesca Aiello.
"It’s been a dream creating these pieces for Victoria’s Secret and such a full circle moment,” Aiello said in a statement. “It brings back memories of when I was younger, sifting through Victoria’s Secret swim catalogs with my mom every summer & finding pieces I knew I’d cherish forever. I hope to evoke that same sentimental feeling through this collection."
Last March, Victoria’s Secret invested $18 million in the direct-to-consumer brand, snagging a minority stake in the company. The deal followed Victoria’s Secret's decision to reenter the swimwear category in 2019 after exiting it.
In a press release about the new collaboration, the brands said that the collection “is all about embracing femininity, featuring flattering silhouettes that celebrate every body type.”
This follows Victoria’s Secret’s attempts to rebrand as a more inclusive company after years of marketing a more specific, exclusive view of beauty. Victoria’s Secret launched a new marketing campaign in October centered around female empowerment meant to “really cement our brand positioning and our commitment to our revolution and transformation,” Victoria’s Secret Head Creative Director Raúl Martinez said at the time.
The lingerie giant reported a net income of $24 million for its third quarter in November, which compared to an income of $75 million during the same period in 2021. Operating income also dropped year over year from $108 million to $43 million, and net sales fell 9%.
