Victoria’s Secret has, for the first time, unveiled a range of bras and underwear specifically tailored to accommodate the needs of women with disabilities. The company made public the release of the VS & PINK Adaptive line on Tuesday, stating that the products are now accessible to consumers both online and in selected stores across the country.
The adaptive range from Victoria’s Secret is priced at $16.50 for underwear and $36.95 for bras. These items are available in a variety of sizes and come under both the Victoria’s Secret and Pink labels, including collections like Body by Victoria and PINK’s Wear Everywhere. The adaptive collection incorporates features such as magnetic fastenings, fabric that is friendly to the senses, fully adjustable and convertible front straps, and underwear uniquely designed with magnetic side fastenings.
The company mentioned that it formulated the collection in collaboration with GAMUT Management, a consultancy agency that specializes in working with and for individuals with disabilities. This initiative by Victoria’s Secret is a recent instance of mainstream brands and retailers, not just specialized vendors, extending their offerings to cater to the differently-abled community.
According to data from the Centers for Disease Control and Prevention, as many as one in four adults in the United States lives with some form of disability, including challenges related to mobility, vision, hearing, and self-care. Other brands have also taken action in this direction. For example, Zappos announced in 2020 that it would begin selling single shoes and mixed-size pairs to individuals with disabilities and specific health conditions. JCPenney introduced its Thereabouts children’s clothing line with adaptive features in 2021, and Kohl’s unveiled adaptive clothing options for adults in three of its most popular private-label brands in 2022.
Kristen Classi-Zummo, an analyst in the apparel industry at Circana, shared her thoughts with CNN, stating that consumer demand has been the primary catalyst for the shift towards inclusivity and adaptable clothing. She noted that the children’s and intimate apparel markets have been pioneers in this important movement, setting a high standard for the broader clothing sector.