Victoria's Secret launches lingerie partnership with For Love & Lemons

By

Gabriella Lacombe

Published
Sep 24, 2019

Victoria's Secret has unveiled a new collaboration with Los Angeles-based fashion label For Love & Lemons. 

As part of the partnership, Victoria's Secret will serve as the exclusive third-party retailer of For Love & Lemons lingerie collection, which will be available at select Victoria's Secret stores in the United States and online, as well as select stores in the UK, starting September 27. 

The new For Love & Lemons collection at Victoria’s Secret consists of a variety of bras, panties, lingerie and sleepwear pieces designed with custom fabrics, colors and prints, including lace, floral embroidery and jewel tones.

As a boost to the new partnership, Victoria's Secret’s Fifth Avenue flagship in New York City and New Bond Street flagship in London will feature For Love & Lemons branded shop-in-shops dedicated to the collaboration. 

In addition, For Love & Lemons founders Laura Hall and Gillian Rose Kern, and collection muses, entrepreneur Devon Lee Carlson and model Solange Van Doorn, hosted a garden luncheon in New York City to promote the new pieces. 

The collaboration comes as Victoria’s Secret rallies from its fall from grace in the lingerie world, having faced serious competition -- both ethically and in terms of product -- from more inclusive and size-diverse lingerie brands like ThirdLove and Rihanna’s Savage x Fenty.

As partners, Victoria’s Secret and For Love & Lemons as similar in terms of branding, with both favoring a frilly and classically feminine aesthetic for their products, and -- with the exception of Van Doorn -- a typically model-thin look for the women featured in their campaigns. 

However, Victoria’s Secret has been making small steps to correct its public image since insensitive comments made by marketing chief of parent company L Brands, Ed Razek, caused public outcry last year, with the company hiring its first transgender model in August. 

Owned by L Brands, Victoria’s Secret weighed down its parent company’s sales for the quarter ended August 3 of 2019, with comparable sales at the lingerie brand dropping 6 percent. L Brands reported net sales of $2.902 billion for the quarter, compared to sales of $2.984 billion reported in the same period last year.