When one thinks of luxury lingerie, chances are the first name that comes to mind is ‘Victoria’s Secret’. Since 1995, the Victoria’s Secrets Show has always been a much anticipated event on the fashion calendar. This year on the 29th November 2011, the $10 million show featured 30 scantily clad super ‘angels’, and was as extravagant as ever and unsurprisingly attracted over 10.3 million viewers across the US. The show also included big acts such as Maroon 5’s lead singer, Adam Levine, JayZ, Kanye West and Nicki Minaj who added to the hype and atmosphere of the show. Despite all the glamour, the stage, the celebrities, the ‘bling’ (Especially the $2.5 million jewel encrusted Fantasy Treasure bra which was worn by supermodel Miranda Kerr this year), Victoria’s Secret is not considered a luxury brand.
The Victoria’s Secret Show did not air in France.
Although Victoria’s Secret is the leading retailer for lingerie, the brand does not fall into the luxury category. There are many factors that define a luxury brand but the key ones are:
- A luxury brand has a creative director who is very adept in a specific skill be it embroidery, hat making or working a certain material to produce hand-made ‘works of art’.
- A luxury brand has a history, a story which has been enriched over time.
- A luxury brand is not driven by the number of sales but by art, creativity and passion in each piece.
Although Victoria’s Secret may possess some qualities of a luxury brand, their strategy is to use famous supermodels and flashy supermodels to add value to their brand even if their product is only ‘mediocre’ compared to that of a real luxury lingerie brand. Victoria’s Secret falls short of many of main criterias to qualify as a luxury brand.
Here at Lucid Luxury, not only are dedicated to keeping you up to date with all fashion news but we also want educate readers about the luxury world. We would like to invite and encourage you to subscribe to the Lucid Luxury video blog on YouTube as we will be doing regular intimate interviews with creator directors and behind the scenes with luxury brands to give you our loyal readers more than a glimpse into the luxury universe.
This weeks’ insider interview is with the designers and artisans of Chantelle Paris Lingerie Couture, the leading French lingerie company with the expertise in corset-making and origins that date back to 1876. Chantelle is also renowned for creating the first elastic corset. The interview will also discuss the luxury brand’s image, their sincerity and passion, style and sophistication, their authentic lingerie making process and why they are a symbol of the French culture and couture.
Also, subscribe now and be in the draw for a chance to win 1 of 5 appointments with the Chantelle’s lingerie maker to design a customise lingerie piece of art. Entries close midnight 13th December 2011.
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