Victoria’s Secret Effort to Rebrand By Investing In Frankie’s Bikinis
Three years ago, Victoria’s Secret reintroduced its swimwear line to its e-commerce site after observing a major decline in sales. The revamp of the swim was so popular that VS brought it back into stores as well. It is no secret (no pun intended) that Victoria’s Secret is making an effort to be more body-positive and size-inclusive. Specifically, they have ended the annual runway show after backlash and have included an array of models for their campaigns. For example, VS signed on Remi Bader, a TikTok star and curve model, to serve as its new brand ambassador and size consultant. VS also chose model Sofia Jirau, who suffers from Down syndrome, as the face of its latest intimates collection called Love Cloud. VS has also established the VS Collective; a group of activists and influencers that are becoming the face of the brand instead of the angels.
It was announced in late March that Victoria’s Secret had invested eighteen million dollars into the infamous Venice beachwear brand, Frankie’s Bikinis. VS has acquired a minority stake in the absurdly popular swimwear brand with this investment. VS’s CEO Martin Waters explained, "Our investment in Frankies Bikinis is a continuation of our efforts to expand partnerships with culturally relevant brands founded by women entrepreneurs."
Frankies Bikini’s began in 2012 when then 17-year-old founder and creative director Francesca Aiello began her mission to create the perfect bikini. On her website, Aiello explains, "I've always been very picky about my bikinis, so I was going to Hawaii to get them custom-made, and my mom suggested I get a few for my friends while I was there. I'd give all of my friends bikinis, then they'd go home and post them on Instagram, and that’s when Frankies Bikinis started.”After creating two Instagram-viral collections, Aiello made her Miami Swim Week debut in 2014, making her the youngest designer ever to do so.
Today, Frankies Bikinis is a global online website for fashion-forward beachwear known for high-end fabrics and cheeky bottoms that look great on everybody. The brand has expensed into ready-to-wear clothing, activewear, and beauty. Forbes has featured Aiello on its “30 Under 30” list. Additionally, the brand has collaborated with many notable names, including Sofia Richie, Hailee Steinfeld, Wildflower Cases, Browns Fashion, Kith, Naomi Osaka, Alo Yoga, Surfrider, and more. Frankies Bikinis designs can be found in retail boutiques worldwide, including Victoria's Secret, Revolve, Intermix, Free People, Kith, and Browns if you wish to shop in person. The designs have been worn by supermodels and celebrities, including Gigi and Bella Hadid, Hailey Bieber, and Kylie and Kendall Jenner.
When speaking on the investment, Aiello said, “I have such respect for the transformation that Victoria’s Secret has made over the past few years, specifically with diversity and inclusivity, and I believe that together we can continue to bring a new wave of fashion into the swimwear industry for all women of all shapes, all sizes, and all backgrounds.”
With this partnership, Frankie’s Bikinis will only continue to expand. Waters notes that the notorious lingerie brand has the means to bring Aiello’s brand to the retail world globally while also keeping up with the fast-paced swimwear industry: “She has created an aspirational beachwear brand and trend leader in the swimwear category, with room to grow and extend into new categories and attract new customers in the direct-to-consumer channel. ” This relationship is mutually beneficial for both the beachwear brand and Victoria’s Secret. Personally, I cannot wait for what Aiello and the VS team have in store for Frankie’s Bikinis.
