Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Victoria’s Secret Is Embracing Amazon. Should Others?

Retailers have long regarded the e-commerce behemoth as an existential threat, but it’s becoming increasingly difficult to ignore the benefits of selling on the platform — especially when a sales boost is badly needed.
Victoria's Secret models in skin-tone bra and sarongs.
In 2021, Victoria's Secret announced it would overhaul its overtly sexualised marketing and instead embrace a more inclusive approach with a new slate of ambassadors including soccer star Megan Rapinoe, plus-size model Paloma Elsesser, and trans model and activist Valentina Sampaio. (Victoria's Secret)

It’s generally the case that brands partner with Amazon — and accept all the baggage that comes with that — because they have to. Victoria’s Secret is no exception.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.
view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON