Views: 222 Author: Loretta Publish Time: 06-02-2025 Origin: Site
Content Menu
● The History of Victoria's Secret Swimwear
● Victoria's Secret Swimwear Relaunch
>> Collaboration with Frankies Bikinis
● Current Victoria's Secret Swimwear Collections in 2025
>> Summer Escape 2025 Collection
● Visual and Multimedia Highlights
● Why Victoria's Secret Swimwear Matters Today
● Frequently Asked Questions (FAQ)
>> 1. Does Victoria's Secret currently sell swimwear?
>> 2. When did Victoria's Secret stop selling swimwear, and why?
>> 3. Has Victoria's Secret collaborated with other swimwear brands?
>> 4. What are the current swimwear trends at Victoria's Secret?
>> 5. Where can I buy Victoria's Secret swimwear?
Victoria's Secret, a globally recognized lingerie and fashion brand, has had a dynamic history with its swimwear line. After discontinuing swimwear in 2016, the brand has since reentered the market, adapting to new trends and consumer demands. This comprehensive article explores the evolution, current offerings, collaborations, and trends of Victoria's Secret swimwear in 2025, complemented by visual elements and multimedia highlights to enhance your understanding of this iconic brand's swimwear journey.
Victoria's Secret was once a dominant player in the swimwear market, offering a wide range of bikinis, one-pieces, and cover-ups. However, in 2016, the company decided to discontinue its swimwear line to focus on its core products like lingerie and athleisure. This decision surprised many loyal customers who had come to love the brand's swimwear for its style and fit.
The discontinuation was partly due to a strategic shift and partly because the swimwear segment was weighing heavily on the parent company's bottom line. At that time, the swimwear business was worth $525 million, but it was not meeting profitability expectations. The swimwear market itself was becoming increasingly competitive, with many new brands emerging that specialized exclusively in swimwear, offering innovative designs and direct-to-consumer models that challenged traditional retail.
In 2019, Victoria's Secret decided to reenter the swimwear market, signaling a renewed focus on expanding its product portfolio. The relaunch included an expanded assortment of styles, such as heritage designs updated with modern silhouettes like string bikinis, one-pieces, and styles featuring shine straps and signature gold 'V' hardware.
The swimwear collection was designed with the same bra technology Victoria's Secret is known for, ensuring comfort and support. This focus on technical innovation allowed the swimwear to offer better fit and durability, addressing previous concerns customers had about swimwear longevity and comfort.
The 2021 relaunch was accompanied by a campaign featuring diverse models like Paloma Elsesser, Jill Kortleve, Imaan Hammam, and Taylor Hill, emphasizing individuality and inclusivity. This marked a significant shift from the brand's earlier image, which had been criticized for lack of diversity and unrealistic beauty standards.
One of the most notable moves in recent years was Victoria's Secret's investment in Frankies Bikinis, a direct-to-consumer swimwear brand known for its trendy and youthful designs. This partnership led to the launch of an exclusive swimwear collection featuring one-piece swimsuits, bikinis, and loungewear sets inspired by Victoria's Secret's iconic imagery, including the famous wings.
The collaboration was inspired by nostalgic memories of browsing Victoria's Secret swim catalogs, aiming to evoke a sentimental and feminine vibe. The collection celebrates every body type with flattering silhouettes and inclusive sizing from XS to XL. The Frankies Bikinis partnership also brought a fresh perspective to the swimwear line, incorporating bold prints, unique cutouts, and sustainable fabrics that appeal to environmentally conscious consumers.
Victoria's Secret swimwear in 2025 embraces bold and vibrant colors, including neon shades, powerful blues, and sunset hues that reflect summer's energy and warmth. The brand offers a variety of styles catering to different preferences, from classic bikinis to trendy one-shoulder and off-the-shoulder swimsuits.
The swimwear collections also focus on versatility, with many pieces designed to transition easily from beachwear to casual streetwear. For example, some bikinis feature adjustable straps and removable padding, allowing wearers to customize their look and comfort. Cover-ups and matching accessories like sarongs, kaftans, and wide-brimmed hats complete the beach-ready aesthetic.
A recent limited-edition capsule, the VS Archives Swim collection, revisits sleek and glamorous swimwear styles from Victoria's Secret's heyday. The campaign features strapless one-pieces, strappy bikinis, and knit cover-ups styled with statement accessories to create fashion-forward beach looks. This capsule appeals to customers who appreciate retro glamour combined with modern comfort and quality.
The Summer Escape 2025 collection showcases beachy, bohemian styles perfect for sunny days. It includes the "White Hot Summer" line and VSX Incredible Coverage™ pieces designed to resist show-through and provide comfort. The collection features a wide size range (XS-XXL) and price points from $39.95 to $99.95, making it accessible and fashionable.
This collection also highlights the brand's commitment to inclusivity and body positivity, offering styles that flatter a variety of body shapes and sizes. The fabrics used are lightweight, quick-drying, and often include UV protection, catering to the practical needs of modern swimwear consumers.
Victoria's Secret has a rich tradition of showcasing its swimwear through glamorous fashion shows and specials. The Victoria's Secret Swim Special, aired on CBS, featured top models like Candice Swanepoel, Adriana Lima, and Lily Aldridge, combined with live performances from artists such as Maroon 5 and Juanes. These events highlight the brand's commitment to sexy, high-energy swimwear presentations.
In addition to televised events, Victoria's Secret has embraced digital platforms, releasing behind-the-scenes videos, styling tips, and swimwear lookbooks on social media and their official website. These multimedia efforts help customers visualize how to wear and style the swimwear for various occasions, from pool parties to tropical vacations.
The return to swimwear is a strategic move for Victoria's Secret to regain market share lost after exiting the category. The swimwear market has become highly competitive, with brands like Target leading the segment and many direct-to-consumer startups gaining popularity. Victoria's Secret aims to differentiate itself through quality, design innovation, and collaborations that resonate with modern consumers.
By embracing inclusivity and body positivity, Victoria's Secret is reshaping its image and product offerings to appeal to a broader audience, moving away from its previous exclusive beauty standards. This shift is evident not only in the diversity of models featured but also in the expanded size ranges and styles designed to flatter different body types.
Moreover, the brand is responding to changing consumer values by incorporating sustainable materials and ethical manufacturing practices in its swimwear production. This aligns with the growing demand for eco-friendly fashion and responsible consumption.
Victoria's Secret does still sell swimwear, and in 2025, it is actively expanding and innovating its swimwear collections. After a hiatus starting in 2016, the brand reentered the market with a fresh approach, including collaborations with brands like Frankies Bikinis and launching new collections that celebrate diversity, bold colors, and modern designs. Their swimwear is available both in stores and online, featuring a wide range of styles that cater to various body types and fashion preferences. With ongoing marketing campaigns and fashion specials, Victoria's Secret continues to maintain its status as a prominent swimwear brand in the competitive market.
Yes, Victoria's Secret currently sells swimwear, including bikinis, one-pieces, and cover-ups, available both in stores and online as part of their 2025 collections.
Victoria's Secret discontinued its swimwear line in 2016 to focus on its core lingerie and athleisure products. The swimwear segment was not meeting profitability goals and was weighing on the parent company's financials.
Yes, Victoria's Secret invested in Frankies Bikinis and launched an exclusive swimwear collection with them. This collaboration brought fresh designs inspired by Victoria's Secret's heritage and inclusivity efforts.
The 2025 swimwear trends at Victoria's Secret include bold and vibrant colors like neon shades and sunset hues, modern silhouettes such as one-shoulder and bandeau styles, and collections that emphasize body positivity and inclusivity.
Victoria's Secret swimwear is available at Victoria's Secret retail stores and on their official website. The collections include both Victoria's Secret branded swimwear and select pieces from partner brands.
