Victoria’s Secret launches the Love Cloud comfort collection
Lingerie brand Victoria’s Secret has launched a new collection of women’s underwear that focuses on all-day comfort as part of its rebranding activity.
Called Love Cloud, the collection’s launch is being supported by a first of its kind campaign for the brand with items modelled by eighteen “dynamic” women including the likes of wildland firefighter Celilo Miles and accessories designer Sylvia Buckler.
Janie Schaffer, chief design officer for Victoria’s Secret Lingerie, said: “After listening to and being inspired by the real needs of our consumers, Love Cloud has been created as a collection that fits everyday comfort without sacrificing functionality or sexiness. With this new line, we are launching high quality bras and panties in shapes that fit women’s daily needs, in our ongoing effort to develop products that champion women and support their individual journeys.”
The brand said Love Cloud aims to set a new standard for sophisticated comfort by making use of smoothing technology to give sleek appearances and fully adjustable straps for all day comfort and flexibility. The collection has launched with six bra styles, including the smooth demi, half-pad plunge, push-up plunge, smooth straight-neck lounge, demi front-close with lace back and sport, and three matching panties.
Raúl Martinez, head creative director of Victoria’s Secret, added: “Love Cloud Collection is a major moment in the brand’s evolution. From the cast of incredible women that bring the collection to life, to the incredible inclusive spirit on set, this campaign is an important part of the new Victoria’s Secret standard we are creating.”
