Victoria’s Secret has officially relaunched swimwear in the wake of customer demand.
Back in August 2016, executives at the U.S. lingerie giant decided to discontinue making one-pieces and bikinis, after experiencing low sales, though in light of a major restructure occurring at the company, Stuart B. Burgdoerfer, chief financial officer and executive vice president of L Brands, the owner of Victoria’s Secret, announced in November (18) that the label would offer swimwear again.
On Monday (18Mar19), brand reps unveiled the 2019 collection, however, they confirmed that it will be only available to buy online.
“Due to overwhelming demand, the brand has curated a limited assortment of the popular swimwear on its e-commerce platform for spring/summer featuring the best brands, silhouettes and trends of the season,” they said in a statement.
The swimwear line offers a variety of high-waist bikinis, Brazilian-cut legs, and asymmetric shapes, plus the classic designs Victoria’s Secret was previously known for. An accompanying campaign features models such as Sara Sampaio, Jasmine Tookes, Romee Strijd, Grace Elizabeth, Lorena Rae, Aiden Curtiss, Megan Williams, and Maya Stepper posing in the brand-new swimwear designs on a beach.
One snap depicts Sampaio wearing a strappy black bikini, while Tookes is seen in a sporty black bikini top which is matched with leopard print bottoms.
In addition to Victoria’s Secret swimwear, a select assortment of items from top swimwear brands including Seafolly, Banana Moon, Lascana and La Blanca will be available to purchase on the Victoria’s Secret website, as will an all-new assortment of sunglasses.
“The collection features fashion designs and a range of classic and modern styles,” a spokesperson noted, adding that the eyewear will be available at select boutiques and online.
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