How Victoria's Secret is bucking the bralette trend

The legacy lingerie house is done with the bralette craze, pledging instead a return to its bawdier, push-up roots
First published in 1903, South China Morning Post is Hong Kong’s premier English language newspaper and has the city’s most affluent and influential readership. With a reputation for authoritative, influential and independent reporting on Hong Kong and China. The newspaper is supported with its online publication and its Sunday edition, Sunday Morning Post.
For Victoria’s Secret, sex sells. That may seem obvious, but the multibillion-dollar lingerie industry has been headed in a different direction of late. Now, as the mother of all underwear labels tries to figure out how best to keep women coming back to its lace-filled stores, it’s doubling down on the sexy bras that made it big in the first place.

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Helmut Lang Seen by Shayne Oliver busts out in bralettes at New York Fashion Week

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How Victoria's Secret is bucking the bralette trend

Helmut Lang Seen by Shayne Oliver busts out in bralettes at New York Fashion Week

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How Victoria's Secret is bucking the bralette trend

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Helmut Lang Seen by Shayne Oliver busts out in bralettes at New York Fashion Week