- Getty/Dominik Bindl
- Victoria’s Secret has partnered with high-end French label Livy to sell its collection online and at two of Victoria’s Secret’s flagship store locations in New York and London.
- The new collection features a mix of delicate underwear that costs between $70 and $200 for a bra or up to $350 for a bustier.
Victoria’s Secret is bringing high-end Parisian lingerie online and to two of its stores.
On Wednesday, the lingerie giant announced that it has partnered with French brand Livy to sell its lingerie online and at two of its flagship store locations in New York and London.
The new collection, which is now available to purchase online, features a mix of underwear that costs between $70 and $200 for a bra or up to $350 for a bustier.
Livy was founded in 2017 by designer Lisa Chavy.
“I love the way women make choices. 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,” Chavy said in a statement to the press.
Victoria’s Secret welcomed a new CEO for its lingerie business this week. John Mehas previously hailed from Tory Burch.
A spokesperson told Business Insider that Mehas was not involved in the launch of the new Livy partnership.
Victoria’s Secret has struggled in recent years. Sales have dropped, and the brand has resorted to heavy discounting to drive traffic to stores despite criticism from Wall Street. The new partnership stands in stark contrast to this and could signal the brand’s strategy to refocus and sell underwear at full-price.
The company has also been accused of losing relevance in the era of #MeToo. This came to a head in November, after a Vogue interview with Ed Razek, chief marketing officer of Victoria’s Secret parent company L Brands, went viral online. Razek told the Vogue interviewer that he didn’t think the company’s annual fashion show should feature “transsexuals” because the show is a “fantasy.”
“It’s a 42-minute entertainment special. That’s what it is,” he said in the interview.
The annual fashion show’s ratings also took a hit. According to ABC, the network that ran the show, 3.3 million people tuned in to watch the fashion show when it aired on December 2, down from five million viewers in 2017 and 6.7 million in 2016, when it previously aired on CBS.