Victoria’s Secret is getting a dose of ‘je ne sais quoi’ with its newest collaboration.
The US lingerie giant has announced that it has teamed up with the French intimates brandy Livy to feature its chic pieces online and at its New York City flagship store and its London New Bond Street location. Livy, which was founded by Paris-based designer Lisa Chavy in 2017, has built a reputation for its modern, barely-there, fashionable aesthetic inspired by its creator’s love of art and architecture.
“I love the way women make choices,” said Chavy in a statement. “The way they decide to live their life, fully, boldly. I created Livy because I wanted to empower women’s freedom. I wanted to create lingerie that would be more than lingerie — it’s a lifestyle matching who they are.”
The Livy pieces set to go on sale at dedicated shop-in-shop spaces at Victoria’s Secret will span bras, panties, lingerie, sleepwear and lifestyle pieces.
The announcement is the latest shakeup at Victoria’s Secret, whose ‘Pink’ division recently launched its debut ‘GRL PWR’ project, an initiative that aims to help jumpstart the futures of 20 women between the ages of 18 and 25. The moves follow a turbulent few months for the brand, whose former CEO Jan Singer resigned late last year as the brand reported declining sales. The company was also embroiled in controversy in the run-up to the screening of its annual, big-budget 2018 Fashion Show in December, involving comments its Chief Marketing Officer Edward Razek made about casting trans women and plus-sized models during a recent Vogue interview. Razek has since issued an apology, but his remarks attracted widespread criticism from shoppers and competitors alike. – Relaxnews
