Victoria’s Secret & Co. has launched the Body by Victoria Mastectomy Bra, part of a larger breast cancer awareness campaign the company has launched for October — Breast Cancer Awareness Month. Wire-free and designed to accommodate a prosthetic, sales of the bra in October will benefit The VS Global Fund for Women’s Cancers.
spun off from Bath & Body Works Inc
in August, creating two separate, publicly-traded companies. They were previously part of L Brands Inc. Part of the separation was a rebrand of Victoria’s Secret, with a women-focused approach that highlights empowerment and diversity. The move breaks away from Victoria’s Secret previous hyper-sexy image. The company has also partnered with fashion designer Stella McCartney, who has created a public service announcement reminding women to do self-breast exams. See: Victoria’s Secret shows how reluctance to embrace the plus-size market can hurt an apparel business
Historically, women who have had mastectomies have had limited bra choices, with a few brands like Amoena offering suitable merchandise. Retailers like Nordstrom Inc.
also offer intimates and fitting services for customers who have had mastectomies. Also: Bath & Body Works earnings show strength beyond soap and hand sanitizer Victoria’s Secret stock has dropped 18.6% over the past month. Bath & Body Works Inc. has fallen 2.4% during that period, but has rallied 112.9% for the year to date. The former L Brands shifted to Bath & Body Works after the separation. The benchmark S&P 500 index
is up 16% for 2021 so far.