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Sustainable lingerie breaks Victoria’s Secret angels’ wings

Whiplash Team. November 2018

Victoria’s Secret Angels have broken wings. Or at least that’s what many people think. The famous lingerie parade, which took place in New York on November 8th, monopolized –as always– big media headlines, but in the context of the Me Too global movement it also fueled the controversy in social media networks like Twitter, where it was evident that the product proposal of the famous underwear brand seems to be declining in the face of the growing tendency to opt for sustainable garments in which comfort is the differential element

Twitter comments, although useful as a public opinion thermometer, are not conclusive as to the impact that the pro women movement is having on the Victoria’s Secret balance sheet. A truly revealing fact is that the brand’s benefits fell by 15% in 2017 and that the retransmission of its famous Angels parade, scheduled for December 2nd, has lost the interest of many advertisers.

The sustainable trend that has taken over fashion, and which multinationals such as Zara have already joined, seems to have reached the most intimate: underwear. A not dismissible segment within the fashion market. In Spain, for example, lingerie moves approximately 1,000 million euros a year, according to data from the Textile and Clothing Information Center.

Among the Spanish firms that bet on a new products proposal for women’s lingerie, with the objective of making comfortable clothes for everyday life as a starting point, are Maripuri Tijeritas, whose philosophy is committed to certified organic fabrics, its own design, and the follow-up of all processes, supporting the local and proximity; or The Nude Label, a brand that was born and is produced in a family factory in Valencia, and which define itself as “an ethical brand of underwear”.

These new underwear lines are gaining ground, both in our country and in the world. In the United States, New Zealand or Australia, newly created brands are flourishing with innovative, comfortable and sustainable proposals for intimate apparel.

The product, which is not less aesthetic because it is sustainable, adapts to the demands of society, and reflects the intrinsic purpose of these new brands whose raison d’etre is to make clothing appropriate to the needs of those who wear it, comfortable, sustainable and with certified products and processes. They are new firms with a clear purpose and a philosophical vision imbued in their business model, which threaten to make the Victoria’s Secret Angels fall from the firmament of brands.