Victoria Secret has been trying to broaden its appeal for a while, revamping its marketing, launching versatile products like maternity bras and using models with diverse body types. But it has to do more to compete with lingerie start-ups like ThirdLove, which has been making inroads into the sports bra market in recent months.
ThirdLove CEO Heidi Zak says the company has been working on its sports bra designs and fit for more than two years. And she says the brand is seeing traction, with search for the term “sports bra” among the top searches on its website.
The bra has a breathable, perforated woven material with a sporty look that’s similar to jersey. Inside, there’s lightly lined foam cups that are sewn in. The straps are a little wider than normal and can be worn classic or crossed back. The back panel has a low triangular shape, so the bra works with more tanks than many racerbacks do.
Reviewers love the soft feel, a playful plunging neckline and that there’s no visible panty line. The only thing that some women say about the bra is that they wish it had a little more support.
Victoria’s Secret has just added inclusive lingerie maker Elomi as its newest brand partner in its VS&Co-Lab platform. Both brands share a commitment to inspire and empower women, and their new partnership will celebrate body positivity through a variety of inclusive lingerie sizes and styles.