Hey Vickie—Can I name you Vickie? It feels slightly stuffy to name you “Victoria’s Secret” since we’re simply chatting like associates right here immediately. Today, you’re Vickie. Anyway, hey. Hi. I’ve heard about your large rebranding, and I’ve to inform you, as a fats individual, I’m fairly excited.
I’m not going to misinform you.
Historically, your retailer has been type of enormous bummer for folks like me. Who is “people like me?” You may suppose I simply imply fats folks, however that’s not all I imply in any respect. “People like me” are all of the individuals who exist outdoors of the cultural ideally suited of sexual desirability for straight males.
People like me are fats girls. They’re additionally trans girls. Non-binary folks. People with sure disabilities. Ya know… all of the individuals who by no means might have made it as a VS Angel, irrespective of how arduous we tried or how stunning we know we’re.
I’ve been in your shops a handful of instances, all the time to purchase issues like fragrance and lotion. You used to make a lip gloss I used to be obsessive about, and I want it was nonetheless round. I went into the shop with my skinny associates one million instances, at the same time as an adolescent, however when it got here to placing underwear on my huge fats tush or hoisting my heavy breasts again into place, I needed to go elsewhere. (For a whole lot of years, I needed to go to the beige wasteland of the plus-size bra part, however fortunately issues have gotten cuter for us chunky gals within the titty-lifting division.)
When I heard that you simply determined to rebrand, my preliminary response was, “Well, it’s about time.”
I really like that you simply’re changing the angels with a collective of ladies who can seek the advice of on what precise human beings wish to see in a rebranded VS retailer. (Although, as a lot as I really like Paloma Elsesser…hiya, beautiful… I positively suppose you want somebody bigger than a dimension 14 to seek the advice of with on points affecting plus-size girls, so ya know. Hit me up if you happen to want slightly extra enter.) I’m excited to see what the newly reimagined trend present will appear to be in 2022. I’ll be watching.
But I feel if we’re sincere, we are able to all admit there’s a possible for this to be a “too little, too late” type of state of affairs. I get the sense that everybody in your org completely is aware of that, which is nice. It’s why I’m watching how this rebranding goes down with anticipation as a substitute of trepidation.
As a fats individual, I type of wish to be mad at you for the way in which your Angels and your trend reveals contributed to the anti-fat tradition that made my youth type of hellacious.
I wish to remind you that I don’t want you. I imply, in 2021, it’s not arduous to seek out manufacturers with inclusive sizing, numerous illustration in advertising, and a dedication to roasting the patriarchy on bonfires fueled by the push-up bras of our ancestors.
But I can’t assist it. I’m fairly excited. Imagine a world the place I, a fats nursing mother, can stroll into Victoria’s Secret with my non-binary pal, my post-mastectomy pal, and my straight-sized pal, and all of us can depart with one thing that matches us and makes us really feel snug? Dream.
Seventeen-year-old me all the time dreamed of carrying my new bra round in a kind of pink striped baggage as a substitute of the wise white JC Penney bag with the large crimson sq. on it. Thirty-six-year-old me nonetheless desires to be a VS shopper. I can’t assist it.
Are you taking rebranding solutions from widespread folks like me? Just in case you might be, I’ve made slightly listing of issues I’d actually, actually like to see in your new-and-improved areas.
Make the time period “inclusive sizing” imply one thing nice.
Have you ever heard of slightly bitty model known as Savage X Fenty? Maybe you realize their founder, Rihanna? Yeah. They carry sizes XS by means of 3x, and I’d like to see Victoria’s Secret use their dimension vary as a leaping off level. Add extra X’s earlier than the S. Add a 4x. Hell, go nuts and carry a 5x. IN STORE. Let folks of all sizes have an opportunity to buy in individual. Online buying is best than nothing, but it surely sucks.
Let us see fashions that appear to be us.
Let’s see actual folks in your new runway. Use further small fashions with tiny hineys and little boobies. Grab a dimension giant mannequin with asymmetrical melons and a stunning smile, and pay her to indicate folks how beautiful your new stuff is. Let’s see transwomen in your catalogs. How about non-binary folks? Plus dimension fashions! Wheelchair-users! Models with limb-differences. There are so many various sorts of our bodies that want bras, underwear, lingerie, pajamas, lively put on, swimsuits…all of the stuff you promote! Let us see folks in on a regular basis our bodies, not simply folks whose proportions are unattainable to 99% of your buyer base.
Offer some stuff that’s not tremendous “girly.”
Not everybody with breasts is a girl. Not each girl has breasts. There are lots of people of a whole lot of genders who would like to have the ability to put on a bra that merely retains their breasts from being uncomfortable. I really like slightly carry and separate, however numerous folks with breasts want a bra with a distinct operate. Consult them. Keep them in thoughts. Market to them. They need to be seen and heard.
Redefine horny, however don’t throw it away.
I actually hope your rebranding effort doesn’t imply Victoria’s Secret is giving up on the thought of horny. I wish to have a spot to go after I wish to wow my husband or make myself really feel like a dynamic, sexual girl as a substitute of a mid-thirties mother. I’d be disillusioned if there was no room for sultry, horny choices. I’m simply hoping to share that horny area with different girls who appear to be me. I’m hoping to see folks of all styles and sizes with a variety of wants buying side-by-side in one of the crucial recognizable underpants shops on the planet.
I largely wish to see this rebranding open your doorways to customers who you may have excluded previously. I don’t need Victoria’s Secret to show into the JCPenney lingerie division circa 1999. I simply need your traditionally male-gaze-focused shops to enter this millennium.
I hope you’re off to the type of begin I’ve been imagining.