Victoria’s Secret has opened an online store for Australian customers

Victoria’s Secret has opened an online store in Australia.

The lingerie giant, which has more than 1,400 stores worldwide, is entering the e-commerce beauty market for Australians, offering a range of beauty lines, sleepwear and products from sister brand PINK.

The brand first entered the Australian market after opening its flagship store in Melbourne in 2018, the same year it held its last televised fashion show.

They will be working with Valiram (Luxtralia) Pty Ltd, a fashion and lifestyle distributor with over 400 outlets across Southeast Asia and Oceania.

The move follows an attempt by the overly sexual brand — which has employed models such as Adriana Lima, Gisele Bundchen and Candice Swanepoel as its “Angels” — to move toward softer silhouettes — including a collaboration with plus-size model Paloma Elsesser — following a series of bad press, including accusations of sexual harassment and bullying in 2020.

Part of that push – which has led to a surge in stock prices – is the re-hiring of supermodel Bella Hadid, who once took part in a collective demand – via an open letter on The Model Alliance website – for the company’s former CEO, ED Razek.

She told E! News, “Another way I realized my growth — which was super important to me — was that I was able to put myself in an environment where I used to feel disempowered and now I feel so empowered and confident.”

“I don’t know if people understand that just as it’s uncomfortable to be in your underwear shooting a commercial, it’s just as uncomfortable, so for me, Victoria’s Secret now is about them really, really taking care of us.”

Bella also revealed that the priority is no longer “what a woman’s vision looks like from a man’s perspective.”