When I think of lingerie in America, Victoria’s Secret is first to come to mind. When I was a bride – a whole 2 years ago – I looked to VS for bridal intimates, and to my dismay, a keyword search for “bridal” at the time was limited to a pair of cheeky “Bride” embellished underwear. At the time, they didn’t even have a proper bustier unless the wedding theme was showgirls. Anyway, call it a case of Royal Wedding fever, but VS has finally launched a bridal lingerie line called Sexy Little Bride. Cute name, right?
First, the good. Great name for the collection and props to whoever shot the look book because it turned out beautiful and easily makes the 1-item per spread covet worthy. Now about the actual collection. They have more “Bride” embellished tanks and panties as expected – nothing out of the ordinary. The lingerie pieces consist mostly of baybydolls, but there are also some kinky don’t-want-to-make-this-comparison-but-here-I-go Frederick’s of Hollywood “French Maid” apron things. There’s a smattering of bras and panties which tend to dip lightly into the “something blue” category, but there’s not that much. Of the ones I chose above, the “shaper” items are actually from the VS Confident & Curvy line which is featured on the same VS Bridal page. I find this a little surprising, seeing as every bride needs a bustier and there was not 1 as part of the Sexy Little Bride collection.
So VS if you’re listening, my advise is this. You made a bridal lingerie collection, good. Now think about what the bread and butter of your business is – how about all those amazing #1 in America bras? Now, wouldn’t any bride want to feel as good as those on her wedding day – granted with a little more design savvy – and more than 1 bustier style to choose from? How about taking your best sellers and tweaking them for bridal? Yes you still need those racy wedding night items, but if you’re going to please a bride under her gown, I think it’s best to stick to what you do best to make VS the number one destination for bridal intimates. Oh, and maybe consider a few styles that can be personalized – I may never have worn “Bride” anything but my new initials on lingerie would have been a nice touch.